Welcome to the world of marketing, a dynamic and ever-changing landscape that plays a pivotal role in shaping the global business landscape. The discipline of marketing is at the forefront of innovation and adaptation in an era of rapid technological advancement, societal change and evolving consumer behavior. This book delves into the current issues of marketing.

The digital revolution has dramatically reshaped the way we communicate, connect, and consume information. Social media platforms have become powerful tools for marketing campaigns, providing both new opportunities and novel challenges. The rise of artificial intelligence and data analytics has unlocked unprecedented levels of personalization and precision in advertising, while raising concerns about privacy and ethical implications. Moreover, sustainability and corporate social responsibility have emerged as critical considerations for businesses. Consumers are becoming increasingly discerning, favoring brands that align with their values and contribute to positive social and environmental impacts. As a result, marketers must navigate the delicate balance between profitability and purpose, striving to build authentic and purpose-driven brand identities. In addition to these challenges, there are unique opportunities too. Innovative companies have leveraged emerging technologies and data to revolutionize customer experiences.

This book aims to provide a comprehensive overview of the contemporary marketing landscape. It is a work that a group of writers, consisting of experts and academics in the field of marketing science, contributed with great enthusiasm and produced in a short time with great effort.

As you embark on this journey in the ever-evolving world of marketing, we encourage you to critically evaluate the issues discussed and consider their impact on businesses, consumers and society as a whole. Whether you're an academic, a professional marketer, a student or just curious about the fascinating world of marketing, we hope this book inspires you.

We would like to thank all the authors who contributed to the preparation of the book and Özgür Publications for their meticulous work in the preparation process for printing.