Tarabulsi Company shared its story alongside other Syrian companies in the Syrian edition of the Fundamentals of Modern Marketing book.
The leading Syrian marketing consultancy and research firm One Eighty announced the release of the book in collaboration with Canadian company Kotler Impact.
This book serves as an important reference in modern marketing both theoretically and practically, featuring case studies from leading Syrian companies and prominent organizations. It will soon be available to academic and training institutions—both public and private—to be incorporated into their curricula locally and across the Arab world.
The book was launched at a special ceremony held at the Four Seasons Hotel in Damascus, attended by official and academic figures as well as representatives from contributing companies and organizations.
About Kotler Impact
Kotler Impact is the official body responsible for executing the initiatives and activities of the World Marketing Summit.
The World Marketing Summit was founded by Professor Philip Kotler, the father of modern marketing and one of the world’s top experts in strategic marketing.
With a unique vision for integrating sustainability across institutions, Kotler Impact is a strategic marketing community that aims to foster a sustainable global environment and economic development through education, training, and comprehensive initiatives.
Kotler Impact holds one core belief: to build a sustainable, evolving, and transformative generation.
Their ambitious vision is realized through market diversity, essential educational resources, and the commitment of business leaders and professionals striving for excellence.
Who is Professor Philip Kotler?
Professor Kotler is the founder of the World Marketing Summit Group and the world’s leading authority on strategic marketing. He is widely recognized as the inventor of modern marketing.
Kotler’s recent work on advancing marketing strategy and practices—taking into account the internet, globalization, new marketing models, and technologies like blogging and viral marketing—has placed him at #11 on the list of the Top 50 Business Thinkers.
He was named the first marketing thought leader by the American Marketing Association and recognized as the founder of modern marketing management by the Handbook of Management Thinking.
Professor Kotler holds the title of Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University.
He earned his Master’s degree from the University of Chicago and his PhD from MIT, both in economics. He pursued postdoctoral studies in mathematics at Harvard University and in behavioral science at the University of Chicago.
Professor Kotler has authored over 52 books covering all aspects of marketing, including Marketing Management, the most widely used textbook in top business schools around the world, now in its twelfth edition.
He has published more than 100 articles in leading journals, including the Harvard Business Review, Sloan Management Review, Journal of Marketing, Management Science, and Business Strategy.
He has also served as a consultant for IBM, General Electric, AT&T, Honeywell, Bank of America, Merck, and others in the fields of marketing strategy, planning, marketing organization, and international marketing.
Additionally, he has advised governments on how to develop their companies’ skills and resources and position themselves for global competition.
Professor Kotler has received numerous prestigious awards, including the Distinguished Marketing Educator Award from the American Marketing Association (AMA) and the Distinguished Educator Award from the Academy of Marketing Science.
He was named Marketer of the Year by Sales and Marketing Executives International and was described by the AMA as “the most influential marketer of all time.”
Foreword by Professor Philip Kotler:
*“Warm greetings to everyone reading the Fundamentals of Modern Marketing. This book provides an updated and in-depth look at how modern marketing operates in today’s turbulent times.
This book is not just about marketing or selling a product or service. It’s about creating and building the future using the new tools of modern marketing.
I hope this book will be read by managers and employees at all levels, as well as professors teaching management and marketing. It has the potential to foster a generation of students who care about humanity, innovation, community, and building a better world through marketing.
This book can help your company discover new talents, capabilities, and opportunities. It addresses modern marketing in a compact and accessible format, delivering the most essential and important theoretical knowledge and facilitating its application in real-life decision-making situations.
It focuses on the core marketing knowledge that every practitioner and student around the world should have.
While most marketing books deal exclusively with either the operational or strategic side of marketing, this book integrates all relevant aspects in a structured way. It enables both practitioners and students to develop a comprehensive and integrated view of how all the pieces fit together. This is achieved through the book’s structure, which follows the process of planning and marketing decision-making within an organization.”*
