Grönroos is a surname that you may or may not have heard of, but you will undoubtedly be familiar with his theory – the theory of relationship marketing. In today’s marketing environment, Grönroos is more relevant than ever as relationship marketing is at the heart of what a brand does, particularly online. However, as with any relationship, there are courtship norms that must be followed or else, frankly, it just gets weird. Digital courtship is no different and brands must