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Today's digital-first consumers are armed with information, demand authenticity, and live on their mobile devices. Competitors are armed with data and could be the new kid on the block that is a wizard at engaging with consumers. The gap between academic knowledge and real-world success has never been wider. This is not another textbook. The Modern Marketing Playbook is your hands-on guide to thriving in today's dynamic business world. With real-world case studies from Asia and beyond, it blends cutting-edge marketing strategies, academic insights, and industry experience to help you understand consumer behavior, embrace technology, and use actionable frameworks to build powerful brands that deliver measurable results. Whether you're an enthusiastic undergraduate, an ambitious MBA student, a startup founder building from scratch, a marketing professional climbing the career ladder, or a business leader driving digital transformation, this playbook is for you. Gain the skills, tools, and confidence to turn marketing theory into marketing triumphs.