This handbook will aim to provide relevant theoretical frameworks and the latest empirical research findings in the area of marketing activity of companies and non-profit organizations, international business, as well as consumer behavior on different markets. It will be written by and for professionals who want to improve the general understanding of problems with different aspects of modern marketing and ways of building relationship between companies and customers. The target audience of this book will be composed of researchers and professionals working in the field of marketing and international business. Academic researchers, students as well as practitioners from business should be interested in this book. It should help them to rethink what they do, how they are doing and to encourage them to create effective usage of marketing tools.