AbstractThis paper presents a novel approach to model reference adaptive control inspired by the adaptive pole‐placement controller (APPC) of Elliot and based on retrospective cost optimization. Retrospective cost model reference adaptive control (RC‐MRAC) is applicable to nonminimum‐phase (NMP) systems assuming that the NMP zeros are known. Under this assumption, the advantage of RC‐MRAC is a reduced need for persistency. The present paper compares APPC and RC‐MRAC under various levels of persistency in the command for minimum‐phase and NMP systems. It is shown numerically that the model‐following performance of RC‐MRAC is less sensitive to the persistency of the command compared to APPC at the cost of knowledge of the NMP zeros. RC‐MRAC is also shown to be applicable for disturbance rejection under unknown harmonic disturbances.