The volume offers an interpretation of the marketing discipline that focuses on ethics as well as environmental, economic, and social sustainability. These elements, now essential to any business activity, are prerequisites for the creation of shared value, from producers to consumers. " Without a solid bond of trust between the customer base and the company, there is no way to achieve positive economic results or maintain consistent and stable market share over time." In light of the complex developments of recent years, this bond of trust forms the basis of any marketing initiative in today's challenging competitive scenario. Respect for the intrinsic connection between humankind, the environment, and economic results brings real benefits to all market actors. Based on this awareness, the book offers a comprehensive overview of the dynamics governing the relationships among companies, customers, technologies, touchpoints, and offerings.