In today’s world, the discipline of marketing has become a constantly evolving field of research and practice, shaped by the rapidly changing dynamics of digitalization, the increasing complexity of consumer behavior, and brands’ pursuit of competitive advantage. This book aims to provide a holistic contribution to the marketing literature by bringing together contemporary and theoretical perspectives that address different dimensions of this transformation.

The first chapter examines the role of cookies within the growing importance of personalization in digital marketing and discusses how the personalization advantages offered by the “accept all cookies” culture are influenced by data privacy regulations. In this context, a guiding framework is presented for businesses seeking effectiveness and sustainable success in the digital marketplace.

The second chapter offers a theoretical evaluation of the elements of the service marketing mix and the role of destination management organizations within the scope of destination marketing. Accordingly, the chapter provides a comprehensive discussion of the marketing components necessary for understanding the dynamics of the tourism industry and for enabling destinations to build sustainable competitive advantage.

The third chapter presents a bibliometric analysis of theses and articles in TR Dizin and YÖKTEZ databases to reveal the current state of academic research on brand hate in Türkiye. This analysis identifies trends in literature, research gaps, and areas of conceptual development, offering a framework that can guide future studies.

The final chapter examines the concept of brand personality within its theoretical foundations and application strategies, exploring how the human-like traits attributed to brands influence consumer perceptions and brand–consumer relationships. The chapter integrates key theoretical approaches with real brand examples to present a comprehensive perspective.

This book aims to address an important need in literature by offering contemporary research topics, theoretical frameworks, and practical examples to both academics and marketing professionals. Each chapter brings together different dimensions of marketing knowledge within a holistic approach. We hope that this work inspires new research in the field and provides valuable insights to all readers.