Volume 1 Number 1 2002 CONTENTS EDITOR’S COMMENT 1 Evolving Relationship Marketing into a Discipline 3 Jagdish N. Sheth Emory University, USA Atul Parvatiyar Emory University, USA Relationship marketing is considered a paradigm change in both academic and practitioner literature. However, despite its popularity, relationship marketing has not yet evolved into becoming a discipline. The authors propose focus on eight areas to help relationship marketing evolve into a discipline. They compare the successful evolution of consumer behavior, services marketing and marketing strategy with the failure of international marketing, social marketing and business marketing as a dis- cipline. KEYWORDS. Relationship marketing, relationship marketing discipline, do- main to discipline, relationship marketing theory