From Theory To Practice in the World of Marketing

This book, titled "From Theory to Practice in the World of Marketing" is an original work written within a multidimensional framework that spans from the theoretical foundations of the marketing discipline to contemporary applications. The book positions marketing not only as an economic field of activity but also as a social science field that must be examined in terms of its psychological, sociological, and technological dimensions. In this perspective, the work offers a comprehensive view by addressing the theoretical debates in marketing from past to present, along with digitalization and transformations in consumer behavior.