The practice of relationship marketing strategies is the core of the success of marketing for any kind of organizations. The study develops relevant research issues and propositions for empirical investigation based on the strategies of relationship marketing offered by Berry (1983) such as core service strategy, customization strategy, augmentation strategy, relationship pricing strategy, and internal marketing strategy. Relating to relationship marketing theory, agencies and clients are aware of in providing and taking core services, Agencies customize the relationship and augment the services to satisfy and retain their clients. Considering the account size and length of relationship agencies offer relationship pricing. All agencies maintain strong interaction among the employees and different departments as a part of their internal marketing practice.

ABSTRACT
 INTRODUCTION
 RELATIONSHIP APPROACH TO SERVICE MARKETING
 SCOPE THE PRACTICE OF RELATIONSHIP MARKETING STRATEGIES
 RELATIONSHP MARKETING STRATEGIES AND THE PROPOSITION
 RESEARCH ISSUES FOR EMPERICAL INVESTIGATION
 METHODS OF EXPLORATORY RESEARCH
 FINDINGS OF THE STUDY
 MANAGERIAL IMPLICATIONS
 LIMITATIONS OF THE STUDY
 FUTURE RESEARCH DIRECTION AND HYPOTHESES OF THE STUDY
 REFERENCES
 APPENDIXES

• ABM Shahiudl Islam(University of Dhaka, Bangladesh)