Marketing intelligence & planning : Past, present and future

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.