"This text provides an excellent collation and appraisal of cutting-edge marketing technologies that is essential reading for both Undergraduate and Postgraduate students as well as practitioners of the craft. Akçay has developed a highly accessible text that is clear, detailed and immersive without being overwhelming. The blend of theory with practical application, delivered through frequent 'real-world examples', is perfectly judged making this, not only critical reading, but also highly engaging, interesting and hard to put down."

Jeff Bray, Professor of Consumer Behaviour, Bournemouth University, UK

"Ediz has created the definitive martech handbook that goes far beyond traditional boundaries, covering everything from AI-powered customer journey mapping and various martech measurement methodologies to pioneering topics like the creator economy and decentralised social media that are not addressed anywhere else. Through compelling case studies and practical frameworks, this comprehensive text not only explains current martech but also prepares students for the future of marketing technology. Students and practitioners alike will find this an indispensable resource that equips them with both the systematic approach and cutting-edge knowledge needed to lead real organisational change as martech continues to evolve."

Dr Lalitha Kirsnan, Associate Lecturer, School of Business (Marketing), Western Sydney University, Australia

"A detailed and thorough catalogue revealing the evolution and interconnections between technology and marketing from the earliest to the latest cutting-edge technologies underpinned with thought provoking diagnostic questions."

Dr. David E. Williams, Associate Professor of Marketing, Department Head Management and Marketing, Edwards School of Business, University of Saskatchewan, Canada