During the 1990s, many organizations and consumers experienced great movements and actions. Some key environmental factors provided the setting whereby companies changed their attention and orientation toward marketing and the consumer. Companies have recognized the fact that they must change and restructure their way of establishing and maintaining business relationships. For example, many manufacturers discovered, or more adequately, re-discovered that close relationships with suppliers are invaluable with constantly changing technology and increasing global competition.

The term relationship marketing has become a buzzword, with the concept being used to reflect a number of differing themes or perspectives, and has become a ”catch-all” phrase. Unfortunately, the roots and the precise meaning of relationship marketing are not always clear in the literature. This paper is part of a long term research effort to provide a deeper insight and understanding of the relationship philosophy. The purpose of the article is to theoretically and conceptually explain the evolution of the Relationship approach, to elaborate on the indispensable role of the traditional marketing mix theory on the development of the relationship management and strategy. The paper also discuss the notion of relationship marketing as a paradigm shift. Our research reveals that the philosophy of viewing marketing as a cross-functional approach or orientation is not a new discovery of the 1980s or 1990s. The paper also argue that, it would be appropriate if we replace the concept relationship marketing with relationship management. This is not just a semantic point, it is an essential distinction which can be strategically significant for the long-term survival of the organization