Abstract
With complex, dynamic and fiercely competitive business environment, and consumerism, sustainable relationship marketing is a challenge and critical for businesses. The concept of transformational leadership can be considered as the most influential in last two decades in changing the ways that businesses are operating in particular in marketing their products, attracting, delighting and retaining customers for the long run. This conceptual paper examines the relationship between transformational leadership and relationship marketing in the context of selling . Especially the usage of Trust and commitment used by both theories has been discussed extensively. Ultimately this study will try to link transformational leadership with relationship marketing while suggesting using these concepts side by side for better sustainable marketing.
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