Starting and inspired by the authors' long-standing academic and professional involvement with Marketing, this book attempts to show the reader the philosophy, motivation, structure, and practical application of Marketing today. In an understandable manner and gradual approach, it discusses and comments on: The "Myths" that... plague Marketing, such as that Marketing is public relations, sales, advertising, communication. The "Truths" of Marketing that focus on satisfying the individual (customer, shareholder, employee) through a "mix" of policies that create the famous "competitive advantage" and that sometimes respond defensively to competitors' moves, while other times "attack" the competition always aiming at the customer. The "Secrets" of Marketing as they are applied in practice and refer to three areas of particular interest: Agricultural Products & Food, Shipping, and Tourism. Through a series of examples and images, each sector captures and reveals its... secrets for the more initiated or more interested reader. "Myths," "Truths," and "Secrets" of Marketing are mixed in the book, supported with a modern reference to the book's website, where trainers and trainees can seek information or bibliography with the aim of transferring the knowledge and experiences of the authors to the younger and/or older generation.