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However the basic attribute in network studies of “embeddedness” is largely missing in relationship marketing.

Relationship marketing in its extended interpretation is, or rather could become, close to the markets‐as‐networks approach. After comparative analyses of definitions, empirical and research foundations, attributes related to governance structures and to the marketing mix approach and of major issues addressed in the research agendas, the conclusion is: relationship marketing in its limited interpretation is just a development within the marketing mix approach. This article aims to analyse the similarities and the differences between relationship marketing studies and network studies. Predating the increased attention by marketing academics on relationship marketing, European marketing scholars developed a network approach to the study of industrial markets that is also based on relationships between seller and buyer as a fundamental concept.