Journal of Historical Research in Marketing

Purpose – The purpose of this paper is to rethink the historical emergence of relationship marketing using the work of an early economics writer.

Design/methodology/approach – The approach of the paper is a historical review.

Findings – It is demonstrated that Eddy's major publication, The New Competition, articulates an argument central to relationship marketing, in terms of the value accorded to inter-firm relationships. In doing so, this paper extends the work of Keep et al. on relationship marketing and Hollander's own reflection on the nature of competition.

Practical implications – Commensurate with studies that explore the “dark-side” of relationship marketing, this paper shows how close organizational relations do not necessarily increase the efficiency of the market.

Originality/value – This paper undermines the argument that relationship marketing emerged in the 1970s. It thereby adds further weight to the idea that relationship marketing is not a new paradigm in marketing theory or business practice.