Recently, criticism has emerged that existing marketing theories fail to adequately fulfill the research objectives of explanation, prediction, and control. This implies that the premises and assumptions of traditional marketing are no longer being effectively applied. Accordingly, a paradigm shift is required, and in what follows, we reexamine traditional marketing from the perspective of criticism of the rationality assumption regarding means-ends relationships and criticism of the analytical perspective or positivist orientation assumption, and explore the direction of paradigm shift. The direction of the new paradigm should shift from positivism to a relativistic paradigm, and from a mechanistic view of human beings to a relationship marketing paradigm based on symbiotic relationships.