Taboo theorists: Karl Marx and marketing theory

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.