Chapter Abstract & Scholarly Scope
Marketing is no longer just about promoting products and services—it has become a dynamic, data-driven, and consumer-centric discipline that bridges creativity, technology, and strategy. In today’s digital era, understanding consumer behaviour, leveraging data, and engaging with customers in real time are critical skills for any marketing professional. This book aims to provide a comprehensive guide to contemporary marketing practices, blending foundational concepts with practical insights from the digital world. The structure of this book reflects the evolving landscape of marketing. It begins with the basics, covering the principles of marketing and the evolution of consumer behaviour. It then progresses to explore specialized areas, including mobile marketing, digital consumer behaviour, social media marketing, and personalization strategies. The book also addresses modern tools and analytics that empower marketers to make data-driven decisions and craft effective, realtime engagement strategies. Finally, it emphasizes ethical, social, and sustainable marketing practices, reflecting the growing responsibility of businesses toward society and the environment.
Methodological Context & Key Scholarly Discourse
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