Taboo theorists: Karl Marx and marketing theory
本文通过系统回顾40本营销期刊，发现马克思在营销理论中以四种“幽灵”形式存在（规范性、批判性、文学性和范式性），说明马克思对营销理论仍有历史与持续的相关性，并提出了马克思主义营销理论的发展路径。
On first impressions, the interests of marketing scholars and practitioners seem at odds with Marxism’s political, economic, and philosophical commitments. Where marketing theory mentions the name of Karl Marx, then, it is with a palpable sense of hesitation or laboured opposition. He is a taboo theorist. But does this antithesis of marketing and Marx hold empirical scrutiny? This paper provides a hauntological reading of how the discipline has tried, and failed, to exorcise Marxism. Drawing on a systematic review of 40 marketing journals, we reveal four spectres of Marx in marketing theory. We label these Prescriptive, Critical, Literary and Paradigmatic Marx. They indicate Marx’s historic and continued relevance to marketing theory and offer paths to renew this engagement – which we articulate as Marxist marketing theory. Broadening the discussion beyond Marx, we ask what it is about some theorists that make them taboo in marketing theory.