The business landscape of the 21st century is evolving at an unprecedented pace, driven by rapid technological advancements, shifting consumer preferences, and dynamic financial markets. In this context, the intersection of marketing and finance has become more critical than ever. Recognizing the growing importance of this synergy, Marketing and Finance in the Modern Era brings together diverse perspectives from experts and scholars across these two essential domains.The book is a compilation of carefully selected chapters that explore contemporary issues, challenges, and innovations in marketing and finance. The collaborative approach taken by the authors reflects the multidisciplinary nature of business and provides a well-rounded examination of these interconnected fields. The chapters in this volume cover a broad range of topics that are both theoretical and practical. In today’s interconnected world, marketing and finance are inseparable pillars of business success. The Instagram algorithm drives targeted content visibility, enabling brands to optimize digital marketing strategies. Payment banks simplify financial transactions, boosting access to investment management services. Social media platforms shape consumer behaviour through personalized marketing campaigns powered by advanced algorithms. This synergy fosters a dynamic ecosystem where technology, finance, and marketing converge- transforming the manner in which businesses engage customers and manage finances. Marketing and Finance in the Modern Era explores these intersections and offer useful insights into the way digital innovations reshape traditional financial and marketing practices for a competitive edge in the evolving global economy.