Despite high expectations for relationship marketing' impact on the field of marketing (Morgan and Hunt 1994, Webster 1992), those expectations have not been fully realized. Relationship marketing has primarily focused on buyer-seller relationships, and has excluded most other relationship types. This paper proposes that the concept of relationship marketing be broadened in the same way that the concept of marketing was broadened in the late sixties (Kotler and Levy 1969). The rationale for this broadened concept is presented, along with ideas for new research. This is an important topic as non-buyer relationships (e.g., with activist groups) can significantly impact firms, which are dedicating resources to these other types of relationships. Yet empirical research beyond the seller-buyer dyad is scarce — especially in some top marketing journals.