Relationship marketing has been used to reflect a number of different types of relational marketing activity. Unfortunately, the precise meaning of relationship marketing is not always clear in the literature. 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. Relationship is based on the rediscovery of marketing as a cross functional approach, not as a departmental approach. 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, a company is not marketing a relationship because a relationship is not a commodity. It is a tool or a strategy that can be used when dealing with a customer. It is a tool like any other tool, such as price, quality, service and promotion, etc. A relationship orientation is a management philosophy. We, thus believe 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.