Marketing concepts can have a life of their own: Representation and pluralism in marketing concept analysis

The expansion and fragmentation of marketing theory has led to the introduction of a plethora of concepts, definitions and theoretical constructs over the last few decades. Subsequently, marketing scholars have been developing sophisticated concept analysis tools to alleviate the field’s terminological confusion and facilitate the process of theory development. Drawing inspiration from Tähtinen and Havila’s recent contribution in the area of marketing concept analysis, this think piece aims to critically explore the methodological and philosophical assumptions of systematic concept review methods, seeking to broaden the discussion around the politics and context of marketing theory development. I suggest that apart from the meticulous examination of the conceptual marketing language, marketing theorists can elaborate on how social processes, ideological viewpoints and institutional forces shape the development of marketing concepts. Finally, I provide recommendations on how the theoretical development of marketing language can embrace a fresh awareness towards cultural contexts, consumers and marketing practices that remain under-explored or marginalized in the literature.