Marketing is a science that is greatly influenced by concepts such as changing social and family structures, technology, consumer expectations, and socio-cultural values, and as such, it has a highly dynamic structure today, adapting to these changes. This is because marketing facilitates interaction in the production and consumption cycle and, therefore, must be a dynamic science and open to developments; in other words, it is in the nature of marketing to be open to change and adapt to it. Consequently, changing consumer expectations also pave the way for new and current marketing topics to emerge. This book aims to provide information from authors on current marketing topics that are undergoing change in each chapter. The first work in this book, which aims to cover current topics in marketing, is written by Engin YAVUZ on Artificial Intelligence in Digital Marketing, a topic that has attracted considerable attention recently and whose effects can be seen in all areas of life. The following sections cover the topic of Experiential Marketing and Digitalization, researched by Aslıhan YAVUZALP MARANGOZ. The concept of E-Sports, which offers a different perspective on sports, was researched by Hilal Saadet AKTEPE and Güven ZEYTUN under the title E-Sports As A Niche Marketing Application Area: Examples From Turkey. Nazan KORUCUK combines customer experiences with artificial intelligence and studies the topic under the title The New Era in Marketing: Customer Experience Transformed by Artificial Intelligence. The following sections also include Ömür ÖZKUK's study titled Sustainable Marketing, which addresses the topic of sustainability, another important issue that has recently attracted global attention. Gizem BERBER has prepared a study looking at sustainability from the consumer perspective, focusing on Sustainable Consumption from the Consumer Perspective. Following on from the concept of sustainability, Seda Nur KESKİN looks at green marketing from a gastronomy perspective in her study titled The Development of Green Marketing in the Gastronomy Sector. Guerrilla Marketing, another noteworthy topic in marketing, was studied by Gülşah AYAZ. Ömür ÖZKUK drew attention to the topic of Retro Marketing. Ayşe BİCAN ŞEN and Aybeniz AKDENİZ AR shed light on a different aspect of consumption with their study titled The Dark Side of Consumption: A Study on the Potential Links of Compulsive Buying. Finally, Murat KANTAR contributed to the book and the literature with his study titled Emotion Analysis in Marketing: The Importance of Nonverbal Elements, which emphasized the importance of emotions in marketing.

To summarize, this book aims to examine current issues in marketing from different perspectives while also benefiting the literature and researchers. was prepared with contributions from 10 authors from 9 different universities: Pamukkale University, Bandırma Onyedi Eylül University, Toros University, Amasya University, Bitlis Eren University, Erzincan Binali Yıldırım University, Kafkas University, Kütahya Dumlupınar University, and Giresun University.