A review of the marriage analogy in relationship marketing

This paper offers a review of the marriage analogy in relationship marketing as used by many marketing authors. Accepting a Christian view of marriage as adopted in Levitt's seminal paper, marriage is seen as a successful, public, contractual, and monogamous relationship, freely entered into by two consenting adults of different genders, which is intended to endure a lifetime. However, while parallels do exist in relationship development, the metaphor fails to deliver on issues concerning the number of parties involved in the relationship, on the attendant costs and benefits, on the willingness of the parties involved and on the “ideal” timescale of the relationship. Parallels from the full range of relationships between the sexes, both functional and dysfunctional, suggest polygamy, prostitution, stalking, rape, and seduction may be more apposite.