The objective of this article is to shed new light on relationship marketing by positioning it as a double innovation. Relationship marketing represents a conceptual innovation because the evolution of the marketing notion imposes a new terminology, and it represents an organizational innovation because firms that wish to move away from managing transactions to managing relationships in marketing exchanges and away from product based marketing towards customer based marketing, must call into question their traditional organizational model. Relationship marketing emphasizes a genuine revolution in the theory and the practice of marketing.