How can companies effectively put the theory of relationship marketing into practice? This research project seeks to define the essence and scope of relationship marketing (RM) by making the marketing mix theory, which constitutes the prevailing approach to marketing, operational through the definition of the 4Ps and extensions of these. At its core, the paper presents the "30Rs," a framework of 30 distinct relationships designed to make the RM philosophy more actionable and widely applicable. The authors introduce the 30Rs as a means for businesses to develop their own unique relationship portfolio as part of their marketing planning process. This portfolio is considered essential for companies looking to foster long-term connections with various stakeholders. This paper offers a practical approach to operationalizing relationship marketing. By defining the scope and essence of RM and presenting the 30Rs framework, it empowers companies to strategically cultivate and manage their relationships for lasting success. The 30Rs, help in making the RM philosophy more operational and generally applicable, and provides a basis for companies to work out their own specific relationship portfolio.
Published in the International Journal of Service Industry Management, this research aligns with the journal's focus on service-oriented strategies and customer relationship dynamics. By offering a practical framework for implementing relationship marketing, the paper contributes to the journal's aim of providing actionable insights for service industry professionals. The 30Rs approach provides a valuable resource for businesses seeking to enhance customer loyalty and build long-term relationships.