Following Peter and Olson’s seminal contribution to the marketing of ideas literature, this article explores the marketing of theory. It is argued that marketing discourse should be viewed as an ordering attempt, not as an order. From this perspective it becomes important that we explore how marketing theory comes to be ordered in the way it presently is, and the manner in which certain ideas develop or face extinction, in order to better understand what can or cannot be said in marketing theory. In response, this article argues that a much needed turn in the paradigm debate should be toward the exploration of the institutionalization of marketing theory. It examines the social, economic and institutional logic underpinning theory production in marketing and demonstrates the influence of McCarthyism and the Cold War climate on marketing theory.
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