In an age defined by the rapid acceleration of digitalization, the field of marketing is undergoing a fundamental reconfiguration. No longer limited to its classical function as an economic tool, marketing today encompasses broader concerns rooted in social responsibility, ethical imperatives, and technological innovation. The evolutionary trajectory from Marketing 1.0 to Marketing 5.0, as articulated by Kotler and colleagues, marks not merely a functional transformation, but a paradigmatic shift—one that entails a profound rethinking of the discipline’s epistemological and normative foundations.

Within this trajectory, marketing has transitioned from a product-centric orientation toward customer-centricity, then to digitally driven strategies emphasizing hyper-personalization, and ultimately to human-technology interaction framed by ethical consciousness. This volume addresses both the theoretical underpinnings of this transformation and the empirical reflections of these changes in contemporary marketing practices shaped by digital technologies.

The opening chapters provide a historical and conceptual overview of the evolution of marketing thought, with particular emphasis on the theoretical inflection points that anticipate the emergence of Marketing 6.0. Subsequent contributions delve into the principal components of Marketing 5.0, including the Metaverse, Blockchain, artificial intelligence, neuromarketing, hyper-personalization, contextual marketing, and intelligent products. These themes are examined through interdisciplinary and multi-layered perspectives. In addition, applied case studies—such as digital sponsorship, the digital transformation of tourism, and sustainability-driven marketing—serve to bridge academic theory with field-based realities, enriching the dialogue between scholarship and practice.

Anchored in the vision of Society 5.0, this book advocates for a renewed understanding of marketing as a discipline that not only seeks to shape consumer behavior but also contributes to broader societal well-being, environmental stewardship, and ethically responsible innovation. This perspective offers not only a foundation for scholarly inquiry, but also a strategic framework for practitioners, decision-makers, and policy developers operating within increasingly complex digital ecosystems.

Each chapter has been authored by scholars with recognized expertise in their respective areas. With a deliberate focus on integrating conceptual depth and practical relevance, the book is designed to serve the needs of graduate-level researchers as well as marketing professionals seeking a critical understanding of the evolving digital landscape.

By foregrounding the intersection of technology and human-centric values, this volume aims to contribute meaningfully to the academic discourse on the future of marketing. I am confident that it will stimulate informed debate and serve as a reference point for both scholarly inquiry and strategic practice.

I extend my deepest appreciation to all contributing authors. Their academic rigor, intellectual insight, and collaborative spirit have been instrumental in shaping this volume. It is through their contributions that this work attains its coherence, integrity, and relevance.

Bekir Tuncer, Phd