Partnering paradigms? Knowledge management and relationship marketing

Knowledge management and relationship marketing are two significant management paradigms, but they emerge from distinct disciplinary traditions. Communication is at the heart of both paradigms, and concepts such as online communities, trust, knowledge sharing, loyalty and commitment are to be found in both literatures. Similarly, repositories of customer data or information can be used as a platform for processes associated with both relationships and knowledge. Uses brief reviews of the scope and processes of both knowledge management and relationship marketing to lead into an exploration of the interface between the two paradigms. Both relationship marketing and knowledge management recognise the value to be created through appropriate synergies of technology, people and process, but neither is a substitute for the other. Both knowledge and relationships are part of the extended product offering that the organisation uses in pursuit of market success.