Abstract
Architectural offices embrace the concept of relationship marketing in general because relationships are considered important in the provision of professional service. The focus of this study is building a model for architectural offices to make a strategic decision based on positioning theory and link this to relationship marketing theory. To be more specific, I shall define the architectural offices based on the Coxe's Superpositioning matrix, in which professional design offices can be positioned into 6 categories. Then, I shall discuss relationships closely linked to the position based on Gummesson's 30Rs and the Superpositioning matrix. Additionally, I shall discuss the structural features of architectural offices and the concept of some matrices that can position them as well as the concept of the relationship marketing.
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