This e-book presents papers from the 2008 Academy of Marketing conference, the theme of which was Theory into Practice This e-book tries to reflect the theme of the conference by choosing papers with strong practical implications: we tried to find ones which were academically rigorous; thought-provoking; and at the same time saying something relevant to practitioners. The five papers in this edition plus the book reviews are an attempt to bridge the gap between academic "ivory tower" thinking and the real world of marketing practice.