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The aim of this paper is to show the importance of relationship marketing in business-to-business contexts and present a “Model of Relationship Management Variables in B2B Environments”. First, the article gives an explanation of the paradigm shift in today’s marketing understanding vis-a-vis the traditional transaction-oriented view of marketing. Further, the article looks into business-to-business applications of relationship marketing, gives a definiuon of strategic alliances, which are examples of interfirm relationships and presents relationship variables affecting every single phase of an alliance. The article ends with the explanation of a “Relationship Net”, in which the strategic alliance does not only cover two partners but a whole set of partners along the value chain.

STRATEGIC ALLIANCES AS EXAMPLES FOR RELATIONSHIP MANAGEMENT IN B2B ENVIRONMENTS