The aim of this book is to provide a wider perspective of the marketing field, particularly at a time when the field of marketing is expanding and developing in new and different directions. Unlike the more traditional literature, this book affords a deeper insight into the new marketing avenues of services marketing, business-to-business marketing and relationship marketing. Several other relevant marketing-related areas are also presented. An international team of distinguished authors contribute their expertise, which provides a comprehensive overview of recent marketing developments. Such a broad and deep coverage of the field makes this book particularly suitable for undergraduate-level marketing courses. In addition to offering students a wide-ranging appreciation of modern marketing theories, it provides a firm foundation for further studies and contributes towards an enriched professional understanding.