MARKETING AS INNOVATION THE EIGHTH PARADIGM
将营销视为有组织的理性创新，即识别变化机会、推动行动并监控变化的功能，提出创新是营销的第八范式，聚焦营销者的实际工作，并探讨在抵制变革的组织中建立创新营销职能的问题。
Marketing can be viewed as organized rational innovation ‐ a function concerned with identifying the opportunity for change, inducing the action required and monitoring the change once introduced. This viewpoint establishes innovation as an eighth paradigm for marketing, alongside seven paradigms previously recognized within marketing theory. It is the only paradigm to focus directly on the function of marketing ‐ on what the marketer actually does. As such, it draws traditional marketing management literature into marketing theory and highlights the problem of establishing and maintaining an innovative marketing function within an organizational environment resistant to change.