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Purpose – The purpose of this paper is to explain that theories provide an important tool for practitioners in guiding decisions by explaining and predicting consumer decision making when new specific research data might be unavailable. This is true despite the problems caused by some academic journal articles’ use and abuse of theory development. The argument for this crucial role of theory in marketing practice explains reasons why many practitioners dislike academic research and related theory development, as well as points out where practitioners’ criticisms are valid. Design/methodology/approach – Delineation of problems in journal articles and some research notes the overall value of work for marketing practice and (indirectly) points out the important value of practitioner-focused research publications. Findings – While marketing practitioners are wrong to condemn all theory development as useless, too often in too many ways, researchers and journals deserve it. Yet, despite the problems, marketing practice needs marketing theory. Originality/value – This paper points out an ongoing common myopia of marketing practice, whereby practitioners miss out on the value of theory development. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this paper is to examine the importance consumers place on various types of socially responsible marketing practices, and whether the level of importance varies by gender, race, and consumers' income. Design/methodology/approach – A survey was designed that asked subjects their attitudes toward the various social marketing practices that were uncovered through an analysis of recent literature from ABI-Inform, Fordham University's Center for Positive Marketing and focus groups. The survey was administered to 232 subjects and included information regarding race, gender, and income. Survey results were analyzed using latent class analysis (LCA). The results of the LCA were used to develop a correspondence analysis map. Findings – The results confirm the importance of key demographic factors (income, gender, and race) in understanding consumers' perceptions of socially responsible marketing. Research limitations/implications – One limitation is that the sample was collected in Baltimore, Maryland and not entirely representative of the population of the USA. Another limitation is that consumers’ perceptions of socially responsible marketing are only captured at one point in time rather than showing the evolution of a belief. Practical implications – Marketers need to target their messages carefully if they are promoting socially responsible marketing as a differentiating factor. Understanding how each demographic group responds to these socially responsible marketing messages can assist managers in their promotional efforts. Originality/value – Limited research has been completed that segments the market with regards to socially responsible marketing options. The research explores these segments by surveying active consumers. [ABSTRACT FROM AUTHOR]