This double edition is one of two quite distinct halves. The first is a collection of pieces that have a connection to the first edition of the Journal of Marketing Management, published in the summer of 1985. The connections exist largely through the authors, who appeared in the first edition and who have written again for the 25th Anniversary edition. Many of their themes are also related to those explored in that first edition, as are writing styles, methodologies described and methods used. The second half is a 'regular' edition, comprising five papers which reflect well the current preoccupations of those engaged in research into marketing management.