ABSTRACTA framework for relationship marketing in the professional service context is presented. It proposes that relationship marketing is composed of three parts: a vertical relationship between a firm and its client, an internal relationship within a firm, and a horizontal relationship between a firm and other social publics in the business environment. In addition, an Alliance Identification Map (AIM) is provided to guide a firm to develop and implement strategies to identify, cultivate, and convert alliances. In terms of the AIM approach, clients, employees, and general publics as well as competitors can be valuable alliances of the firm.