Organisations need people trained to the highest level in the field of marketing. As Peter Drucker said, "a good CEO will be a marketing manager who can read a balance sheet". However, today's competitive environment is characterised by a high degree of specialisation in their respective sectors, with very different competitive trends and characteristics. For the company, the key is to design and implement a strategy based on the inherent relationships between the general socio-economic environment and its sector of activity, adapting and managing its various functional areas to the particular characteristics of its sector and the general trends of the national and international environment. The conceptual foundations of marketing science are generally the same in all sectors: a good market orientation aiming at creating value for all stakeholders of the company (mainly consumers, shareholders and employees). However, the probability of success in business decisions increases when the company defines its target audience and market well and implements strategies and policies adapted to the specificities of that market. The aim of this book is to address, for the marketing area, this growing specialisation in sectors of activity, which requires more specific and sectorial knowledge. The book is aimed primarily at advanced undergraduate and MBA students with prior knowledge in the field of marketing. The fourteen-chapter structure, covering specialist areas of growing interest in business, is designed to fit easily into the teaching weeks of a four-month academic term within the new Bologna system of bachelor's degrees. In addition, due to the in-depth coverage of the topics and the support of examples and case studies from companies, it is also an excellent tool for intensive executive courses and a support manual for marketing managers in any type of company. The book is a joint effort by a large group of professors and specialists from various universities, business schools and companies, who have pooled their academic knowledge and professional experience in their different areas of specialisation. The contents are developed in a practical, entertaining and at the same time rigorous and profound way, which will allow the reader to discover the various sectorial specialities within the exciting world of marketing.