Essentials of Modern Marketing: A Guide for the New Era

In a world overflowing with marketing literature, finding a resource that is both practical and accessible can be a challenge. Many books are either too dense, overly theoretical, or fail to address the realities of decision-making in today’s dynamic marketplace. Essentials of Modern Marketing breaks this mold by offering a streamlined, user-friendly approach to understanding the core principles of marketing.

This book focuses on delivering essential insights that blend foundational theories with actionable strategies. Packed with real-world examples and case studies, it provides a global perspective while highlighting regional success stories. It is designed for both professionals and students to equip readers with the tools they need to thrive in a rapidly evolving marketing landscape. Authored by leading experts in the field, Essentials of Modern Marketing is your go-to guide for mastering the fundamentals of marketing in a modern context.

Preface by Philip Kotler

My warm greetings to everyone reading “Essentials of Modern Marketing.” This book presents an up-to-date and insightful account of the working of modern marketing in today’s turbulent times. 

This book is not only about marketing and selling a product or service. It is about finding and building a 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 can produce a generation of students who care about humanity, innovation, society, and a better world through marketing. 

This book can lead your company to discover new talents, capabilities, and opportunities. It deals with modern marketing in such a way that covers as few pages and is as accessible as possible, while communicating the fundamental, most important theoretical aspects and facilitating the transfer of this knowledge to real-life decision situations. It concentrates on the essential marketing know-how for both, practitioners and students worldwide. 

Most marketing textbooks deal exclusively with the operational aspect of marketing or the strategic part. This modern marketing book not only integrates all relevant aspects of marketing but also structures them in such a way, that both practitioners and students acquire a comprehensive and holistic overview, how it all fits together. This is achieved by the structure of the book which follows the marketing planning and decision-making process inside the enterprise.

Due to COVID-19 and other uncertainties, all industries and businesses are challenged. In addition, organizations and companies alike are have to deal with constant change and mega trends such as digitization and disruption which calls for continuous innovation and change and tough decisions on staffing, procurement, finance and marketing. You need to think ahead on how to find new markets, create new marketing strategies, innovate new products and build new partnerships.

Against this background, another unique feature of this book is that it touches base on very specific business-related topics such as Health Marketing, Disruptive Marketing, Negotiation in Marketing in order to provide a more holistic and comprehensive perspective on marketing management. 

In this connection, the World Marketing Summit (WMS) is expanding to address the concerns of businesses all over the world with a new initiative, eWMS and our online version of our regular city-located WMSs. We hope to educate, train, and stimulate marketing and business professionals around the world. WMS enjoys the support of its global and local partners. 

Remember Peter Drucker’s emphasis on marketing and innovation as the fundamental crafts of a winning company. “When you’re disrupted, don’t give up. Never Stop!”