Elements of Relational Exchange Categories:
| Category | Description |
| Supplier partnerships | |
| 1. Goods suppliers | Partnership between manufacturers and their goods suppliers |
| 2. Service suppliers | Relational exchanges between service providers and their respective clients, for example, advertising agency-client relationship |
| Lateral partnerships | |
| 3. Competitors | Strategic alliances between firms and their competitors |
| 4. Non-profit organisations | Alliances between a firm and non-profit organisations for example, public-private partnership |
| 5. Governments | Partnerships for joint research and development between the state and private organisations |
| Buyer partnerships | |
| 6. Ultimate customers | Long-term relationships between firms and ultimate customers |
| 7. Intermediate customers | Relational exchanges of working partnerships in distribution |
| Internal partnerships | |
| 8. Functional departments | Exchange involving functional departments |
| 9. Employees | Exchange between a firm and its employees, as in internal marketing |
| 10. Business units | Within firm relational exchanges involving such business units as subsidaries, divisions, or strategic buseness units |
Principle:
Lists the elements of Relational Exchange Categories
Issues:
Transactional & Relationship Marketing Differences
Applications:
To describe the existing or future relationship
Source of Relational Exchange Categories:
Robert M. Morgan and Shelby D. Hunt, Journal of Marketing, Vol. 58, No. 3 (Jul., 1994), pp. 20-38