Reframing marketing priorities

This Special Issue is the outcome of the 2021 Academy of Marketing Annual Conference. For the first time in the history of the Academy of Marketing, our annual conference took the form of a virtual online event necessitated by pandemic condition at that time. As we, as a research community, negotiated our way through the challenges of that unpredictable external environment, our annual conference considered how marketing could play its part in helping to shape how we engage with economic, social, political and cultural change. Our 2021 conference theme reflected the need to refocus and address how we, as marketing academics, teachers and practitioners, can “Reframe Marketing Priorities” in response to such change.