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The theoretical principles of modern marketing paradigm - relationship marketing are developed. The definition of relationship marketing is given. The novelty and features of the author's definition is thatrelationship marketing is a paradigm; it should build, maintain and develop a privileged relationship with the stakeholders of the company; it is advisable to carry out a qualitative segmentation of customers; it is necessary to understand the value of key customers; you need to build relationships not only with customers but also with other stakeholders; it is advisable to denote certain groups of stakeholders - members of the scientific community and the "needy"; fully meet the needs of the stakeholders and society.It is noted that the main aim of relationship marketing is constructing, maintaining and developing the privileged relationship with the company's stakeholders to obtain the mutual benefits and assistance to society.The definition of a privileged relationship is introduced. The concept of relationship marketing principles is clarified and developed: the principle of knowledge and accounting of the relationship factors; the principle of emphasis on creating positive feelings, emotions, feelings and moods; the principle of the new marketing mix.The necessity of the application of psychology in marketing is proved. Given the relationship marketing environment, we propose a new element of the marketing mix - a psychological approach. Application of psychological approach will allow employees of any company better understand and accurately meet the real needs of customers and other stakeholders.