Marketing is a part of daily life for people and organizations everywhere, perhaps more so than any other business discipline. We turn to markets to find, evaluate, select, and buy solutions to meet our needs. Sellers bring their offers to market to reach prospective buyers. In fact, this view of marketing as facilitating exchanges among buyers and sellers goes back to ancient times. As a discipline, marketing is relatively young. It developed with the first industrial revolution, grew in recognition and relevance with the second, and experienced substantial changes during the third. Figure 1.1 illustrates these stages. The fourth industrial revolution, Industry 4.0, is at hand and with it has come a new era of marketing. In this chapter, we’ll explore the foundations of marketing and the digital revolution driving the era of marketing convergence.