The current economic and social crisis has affected many aspects of contemporary business life. Marketing, as the cornerstone function of a firm, has also been dramatically affected. Marketing strategies and practices adopted by enterprises in the present Contemporary Environment have been altered and tend to be adapted to the conditions emerging in the new economic, social and technological environment.

A new scenery is developed in the business world by the change in the characteristics and features of marketing variables and tools, such as product and brand, pricing, distribution channels and logistics, communication and advertising means, marketing research as well as in other marketing issues such as family business role, Cause-Related Marketing, environmental issues, B2B marketing or in business sectors such as tourism and hospitality. This special issue centers on the marketing responses and adaptations to the current economic crisis, within the context of the Contemporary Environment, and the marketing strategies and practices that proactive organizations formulate in order to effectively manage their way through the existing problems. We believe that this special issue enriches the marketing literature by exploring existing and new research issues from the perspective of the rapidly changing economic, social and technological environment. It is hypothesized that the contemporary environment demands different ways and logics of analyzing business and particularly marketing problems as well as the formulation of creative and innovative strategies, practices and tactics by the firms in order to solve the problems and contribute to value creation.