This contemporary book offers current perspectives on routines and rituals to extend an understanding of the scope of these concepts, with a view to challenging conventional wisdom and to offer insight for practitioners. Routines and rituals are part of everyday being. Routines can be useful for individuals in structuring ‘messiness’ in their lives, while rituals are often more spectacular in nature and typically involve a collective event. Routines and rituals can be traditional, established, new or reinvented, as well as personal, social, and/or emotional. Traditionally, rituals have been characterised by formality, customs, regularity and procedure; conversely, routines (public or private) have been considered less important in their significance and meaning. Employing several research methods (literature review, ethnography, netnography, autoethnography and in-depth interviews) and examining a variety of contexts (ranging from hen parties, clothing to collegiate tailgating and the Covid pandemic), this edited volume reveals typologies and tactics for strategic practitioner use and policy makers, as well as identifying avenues for further research. The chapters in this book were originally published as a special issue of Journal of Marketing Management.