Topic 1: modern research on relationship formation and management might be improved on a focus on communication as a central and integrative activity in relationship formation and management.

For more [i]or[/i] less years now, theory in the areas of the two communications and marketing has been shifting from a functionalist, mechanistic, production-oriented approach to united that is more humanistic, and relationship-based. However, communication in relationship building has played, thus far, a secondary role in relationship marketing research to the harvests of communication such as commitment and trust (Duncan and Moriarty 1998) The nature of relationship marketing gives us a key as to the role of communication in relation to happy relationship building. As Duncan and Moriarty (1998: 3) state: "The notion that communication is a central integrative proces in marketing is demonstrated in the evolving theories of integrated and relationship marketing." The impact of regular, detailed, and quick communication by team leaders was seen to have a positive import upon the working of non co-located (or virtual) teams (Kayworth and Leidner 2002) El-Ansary (1997: 43) prompts that "...new research on relationship marketing should focus upon an examination of the various relationship marketing variables [such as communication] as determinants of channel member performance and the delivery of service quality to the end-user / customer." by means of focusing on communication as a central integrative activity in relationship formation and management, firms will be better able to understand and facilitate Macneil's (1967) notion of social co-operation as a basis for relational exchange and competitive advantage.

The part of communication in relationship marketing is also recognised as solution to the creation of business networks, seen as fundamental to competitive succes (Morgan and chase 1994). This leads us to our secondary research topic, that marketing research considers:

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