This paper examines four perspectives of relationship marketing that have been discuss in the marketing literature in the recent years and which being touted as sources of longterm profitability for organizations. We examine each of the four perspectives ("locking in" customers, customer retention, database marketing, and building strong, close, positive relationships) to assess their potential for achieving a sustained competitive advantage. Our analysis suggests that only those organizations that build strong, close, positive relationships with their customers have the potential to develop a sustained competitive advantage that may lead to above normal performance.