Marketing has received much attention, with many books available on marketing, marketing communications, marketing strategy and planning and so on, but there is a lack of writing on contemporary ideas and research in marketing. This book presents three contemporary ideas with research evidence in the field of marketing; indirect marketing, lifestyle advertising and emotional advertising. The authors aim to develop a theoretical basis for the three ideas and have therefore developed the foundations for a dialogue on these contemporary ideas, which are being used practically by marketers and advertisers around the world. The research evidence provided in this book, aims to provide for a new direct for the way marketing knowledge and thought is presented, and to allow for the use of research based teaching in the field of marketing. This book shall be an important resources for researchers, academics and students, as well as a guide for practitioners in the field of marketing.