The term marketing refers to the processes that communicate, deliver and exchange offerings that have value for customers, partners and society. The main objective of any marketing strategy is to create a relationship with the customer. Every new product is brought to the consumers through the process of marketing which involves steps such as market research, market targeting, distribution, pricing, promotion and communication strategies. The two major types of marketing are business-to-business (B2B) and business-to-consumer (B2C) marketing. In a B2B approach a business sells to another business while in a B2C type of marketing an organization sells to individual people. Any major marketing decision is based on either the 4P or 4C marketing mix. 4P are conventional in nature and refers to product, pricing, place and promotion. The 4C are defined as consumer, cost, convenience and communication. This book unfolds the innovative aspects of marketing which will be crucial for the holistic understanding of the subject matter. Its extensive content provides the readers with a thorough understanding of the subject. Coherent flow of topics, student-friendly language and extensive use of examples make this book an invaluable source of knowledge.