This paper reviews the evolving applications of Virtual Reality (VR), Augmented Reality (AR), and Spatial Computing in three core marketing domains: marketing research, product innovation, and customer experience. Drawing on recent literature, it highlights how VR enables narrative-driven, fully immersive brand experiences, while AR bridges virtual and real-world engagement, impacting consumer perception and attitudes. VR and AR is shown to demonstrate context-aware, intuitive interactions by integrating digital content seamlessly into the physical space. The paper synthesizes theoretical and practical contributions from existing research, identifies emerging trends, and outlines directions for future inquiry. By providing a structured thematic review, it offers insights for marketers and researchers aiming to harness these technologies to enhance competitive advantage and enrich consumer experiences in an increasingly digital landscape.