Thriving through turbulence: Lessons from marketing academia and marketing practice

Economic, environmental, social and digital (r)evolutions have fundamentally transformed marketing theory and marketing practice. We are confronted with new concepts, methodologies, approaches and findings, and it is often difficult to see the wood from the trees. The aim of this paper is (1) to provide a coherent overview of recent developments, including the impact of the COVID-19 crisis, and the increasing attention paid to climate change, social inequality and, as a consequence, the need for sustainable consumption, (2) to link these developments to insights from academic research and responses of managers as cited in business journals, and (3) to elaborate on the marketing capabilities needed to survive in the current turbulent environment.