The paper discusses the transformation of marketing paradigm which is put forward during the worldwide de- bate on Future Marketing.The inconsistency existing in the marketing theoretic and methodological perspectives,namely the paradox of marketing management is firstly explained.The authors don't think that the relationship marketing para- digm will replace the current marketing management paradigm because the two paradigms in nature don't conflict with each other,which is different from the ideas of European marketing specialists.Moreover,the authors think that rela- tionship marketing is just an improvement in marketing tactics,which can't replace the current paradigm,while re- sponse marketing can do it very well.