The International Conference in Marketing II (iMarC2022) is an International Refereed Conference to provide a platform for discussion and deliberation on contemporary research in marketing. Marketing in today’s world is focused on taking multi-dimensional approach through continuous, inclusion of diverse stakeholders and integration of all aspects of strategy to foster business growth. Moreover, the broad reach, the seemingly unlimited and tight integration of new technologies through digitalization and connectivity, and the rapid change has made us relook at the relevance of existing practices. The conference will help researchers across the globe to understand the transformative practices in addition to traditional ones in the field of marketing. It will help understand the gaps and look ahead to fulfill the gaps. There will be discussions on the evolving marketing environment and value creation.