Purpose - To reflect on the stewardship of Marketing Intelligence & Planning (MIP) over the past 25 years with special attention to the purpose and mission of the journal. Design/methodology/approach - A viewpoint contribution from the past, present and future editors of MIP, with considerations of the journal's focus, scope and rationale. Findings - The requirement for academic research in marketing to be relevant to the practise of marketing is just as great as it was when the journal was founded. Originality/value - Considered advice for contributing authors - especially those at or near the beginning of their academic careers. Keywords Marketing, Publications Paper type Viewpoint Editors do not usually own their journals, but they may aid their birth and certainly have a role to play in the nurturing and development of them. AsMarketing Intelligence & Planning (MIP) enters its 26th year, the three people who have looked after MIP reflect on its past, present and future. We begin with a few words from the Founding Editor - Professor Michael John Thomas.
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