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Is relevance relevant

Introduction In a plenary session at last year's IMP conference a number of academics, of which I was one, debated the issue of relevance. This was not the first time that such a debate has occurred and it is clear that it will not be the last since opinions are divided, often sharply. In this paper I attempt to examine the issue from a broader perspective than is usual in the IMP group or in the wider context of marketing as a discipline. However I will leave it until the final section to provide my answer to the question posed in the title. I also apologise to non-marketing academics who are part of the IMP paradigm. I accept wholeheartedly that ours is a multidisciplinary field and only concentrate on marketing because it is the discipline I would claim to know most about.