This article presents a framework for understanding and revitalizing the important role of conceptual articles in the development of knowledge in the marketing discipline. An analysis of 30 years (19782007) of publishing data from major marketing journals indicates that conceptual articles are declining, despite repeated calls for more emphasis on this form of scholarship. The sharpest decline has occurred in Journal of Marketing (JM), with much of the shift occurring over the past decade. Many substantive areas remain largely unexplored in conceptual articles. Over this 30-year period, conceptual articles published in JM have disproportionately more citations relative to their numbers, attesting to the importance of their role in knowledge development. Addressing the decline of conceptual articles and restoring their synergistic balance with other forms of scholarship will require concerted efforts on several interrelated fronts: the current generation of scholars; doctoral programs and students; journals, reviewers, and review process; and promotion, tenure, and incentive systems.