"Marketing is the activity, conducted by organizations and individuals, that operates through a set of institutions and processes for creating, communicating, delivering, and exchanging market offerings that have value for customers, clients, marketers, and society at large."Of course, no one is mentioning that this might be one type of symmetrical activity - money is expected to flow the other way. More spin and hype then.
I suppose the critical difference between marketing and the relationship value model is that marketers have an interest in a value and relationships are about convergence of many values.
The latter, being richer is harder but more rewarding.