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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 resist

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