The essential discusses four central developments that shape the practice and theory of marketing and corporate communication: Marketing 4.0, communication in small and medium-sized enterprises, the marketing mix, and the convergence of marketing and PR, as seen in examples like Pokémon Go. It addresses the necessity of human-centered marketing and the relevance of corporate communication for SMEs. The author, Jan Lies, provides insights for small and medium-sized enterprises to engage with the potentials of digitalization in marketing.