Relationship marketing as a business concept refers to the establishment and maintenance of partnership relationships with key stakeholders of a company, resulting in synergistic effects that enhance business outcomes for both parties engaged in the partnership. Small and medium-sized enterprises often inadvertently implement elements of relationship marketing by nurturing personal contacts with suppliers, customers, and other market stakeholders. The creation of personal contacts, involving the integration of firms into a marketing network, confers an advantage to small enterprises over larger counterparts. Through well-cultivated relationships within the marketing network, small enterprises gain timely insights into market conditions and changes without incurring significant costs, enabling flexible and swift responses to business opportunities. Family businesses introduce additional complexities into operations due to the merger of characteristics from both the business and family systems. Small family enterprises thus infuse elements of affectivity into operations by translating familial principles into the business culture. As a result, personal interactions with stakeholders become more substantial and frequently long-term in nature. Consequently, this study delves into the appropriateness of introducing a formal form of relationship marketing into a small family enterprise. An example of such an enterprise is presented, operating for over 20 years and currently situated in the growth phase of its life cycle. This growth phase necessitates the formalization of business processes, a need recognized through the identification of established, enduring partnership relationships with customers and suppliers. Because of that the introduction of a formal relationship marketing approach is identified as a prerequisite for the enterprise's continued expansion and development.