Marketers face many daily dilemmas and conflicting consumer pressures. As such, there is a need for marketers to become more paradoxical in how they consider their roles. In other words, they must be able to combine two seemingly opposite forces in their marketing efforts. In this article, I suggest that marketers are being drawn into four distinct paradoxical roles: (1) authentic illusionist, (2) conforming rebel, (3) empathetic technologist, and (4) artistic scientist. A failure to acknowledge these roles may be disadvantageous to businesses in a marketplace. However, by learning and enacting these paradoxical roles, marketers can create a competitive advantage for their organizations. While the concept of paradoxes has previously been described in the field of marketing, the present study is unique in that it provides four specific paradoxical roles for marketers and introduces the DUAL roadmap to help effectively manage them.

营销人员每天面临许多困境和相互冲突的消费者压力。因此，营销人员需要更加矛盾地看待自己的角色。换句话说，他们必须能够在营销工作中结合两种看似相反的力量。在本文中，我建议营销人员陷入四种截然不同的矛盾角色：(1) 真正的魔术师，(2) 顺从的反叛者，(3) 善解人意的技术专家，以及 (4) 艺术科学家。不承认这些角色可能对市场中的企业不利。然而，通过学习和扮演这些矛盾的角色，营销人员可以为他们的组织创造竞争优势。虽然悖论的概念先前已在营销领域中描述过，但本研究的独特之处在于，它为营销人员提供了四种特定的悖论角色，并引入了 DUAL 路线图来帮助有效管理它们。