Part of the problem is that new battery chemistries are here (and have been here), and people have parroted what worked for old chemistries. For example, NiCD and NiMH batteries sometimes needed to be 'exercised' but the opposite is true of these modern lithium cells. Each
Your best bet is to consider the battery a finite resource. Use it when you need to, but not when you don't. So yes, keep it plugged in. Your lithium battery will have a fixed number of discharge cycles before it fails. Lithium batteries also tend not to 'fade' but rather just stop working. You may go from 8 hours of battery life to an hour in the span of a week, when the battery is at the end of it's life. And yes, even if it's for months at a time; that is better for lithium batteries than discharge cycles. In an ideal world, we could store them in a cool dry place at 70% charge and check them every couple of months. But this isn't an ideal world; so actually the next best thing is leaving it plugged in. Anyone who, in a real world scenario, is going to LEAVE a MacBook Pro plugged in for months... I'd suggest they look at a Mac Mini.
Keep in mind, Apple has a great battery replacement program and you can take your Mac to an Apple store and get a new battery if you keep it long enough to wear the battery out.
Keeping the laptop cool is important too. Batteries don't like heat. So don't sit it on the bed, don't leave it in direct sunlight, etc. Leave it where it can get plenty of airflow as much as you can, and it'll thank you.
You should expect a solid couple of years of frequent/daily use from a MacBook Pro battery. If it's left plugged in and, for example, only unplugged on the weekends; you could expect even more life. Though lithium cells do have a bit of a 'shelf life' too. After a few years, no matter how well or poorly it's been treated, it's going to need replaced.