Marketing is undergoing a profound transformation driven by digitalisation, artificial intelligence, evolving consumer behaviour, and the growing prominence of sustainability, ethics, and social responsibility. No longer confined to promotional activities or transactional exchanges, marketing has emerged as a complex, multidimensional discipline that shapes and is shaped by technological innovation, societal expectations, and cultural change. Modern Marketing: A Conceptual Approach to the Future offers a comprehensive and forward-looking examination of this transformation. Bringing together contributions from leading scholars, this volume provides an integrated exploration of contemporary marketing theory and practice. The chapters address a wide spectrum of critical themes, including cause-related marketing, influencer marketing in both consumer and industrial contexts, consumer resistance and avoidance behaviours, sustainable and ethical marketing, digital service experiences powered by artificial intelligence, marketing literacy, conscious consumption, and the strategic role of gastronomy in tourism marketing. Through rigorous theoretical discussion and empirical analysis, the book advances current debates while offering fresh perspectives on the evolving architecture of marketing. Rather than merely documenting existing trends, Modern Marketing critically interrogates the forces redefining the discipline and highlights emerging paradigms that will shape its future trajectory. By bridging digital transformation with normative concerns and behavioural complexity, the volume positions marketing as a strategic, socially embedded, and ethically informed field of inquiry. This book will be an essential resource for academics, doctoral and postgraduate students, and researchers seeking a nuanced understanding of contemporary marketing and its future directions. Combining conceptual depth with analytical clarity, Modern Marketing: A Conceptual Approach to the Future stands as a valuable reference for those engaged in advancing marketing scholarship in an increasingly complex and interconnected world.
