Marketing today is an ever-evolving blend of science and art, where innovation meets strategy in a dynamic global marketplace. This book goes beyond traditional marketing texts, delving into advanced topics like integrated marketing communication and introducing cutting-edge themes not found in most other books. With a balanced approach, it prepares students for diverse careers in consumer services, industrial goods, advanced technology, non-profit enterprises, and government agencies. This book's engaging style and comprehensive pedagogy set it apart. Each chapter begins with a real-life vignette, drawing students into practical marketing scenarios, and ends with cases, review questions, and application exercises to solidify their understanding. The thoughtful organization into three parts-Marketing Concepts, Marketing Tools, and Marketing Applications-ensures a logical progression from theory to practice. By integrating fundamental principles with emerging trends like digital marketing and Al, the book provides a holistic view of the marketing landscape. Part C, covering Digital Marketing, Al in Marketing, Marketing Analytics, Neuromarketing, Relationship Marketing, Retail Marketing, Global Marketing, and Business Marketing is contributed by experts. These real-world insights give this book an added and a rare dimension of reality and uniqueness. This book thus transforms complex concepts into clear, actionable insights, making it an indispensable resource for students and faculty alike.