Professor Philip Kotler, author of Marketing Management – the world’s most authoritative book on marketing – announced the launch of the annual World Marketing Forum (WMF) in Abu Dhabi in conjunction with the Higher Colleges of Technology.
He was in the UAE capital for his ‘Marketing 3.0 – Values Driven Marketing’ seminar held at Abu Dhabi Women’s College city campus on 13 October where the announcement was made.
“This is a milestone event for businesses in the UAE and will create greater opportunities for local growth and prosperity.”
Dr Tayeb Kamali
Higher Colleges of Technology – UAE
World Marketing Forum in Abu Dhabi
The annual World Marketing Forum, the first of which is expected to be held in the first quarter of 2011, will bring CEOs and CMOs from the world’s leading corporations and Fortune 500 companies together in Abu Dhabi.
“Until now there has never been anything like the World Marketing Forum, where we will bring the best thinkers in marketing from industry, commerce and academia to Abu Dhabi,” Professor Kotler said. “It will be like the World Economic Forum or the World Business Forum.”
Kotler Research Centre (KRC)
The MoU signed between HCT and Kotler Impact also provides for the creation of the Kotler Research Centre (KRC) at the Centre of Excellence for Research and Training in Abu Dhabi. It will build research capabilities in Professor Kotler’s Marketing 3.0, values-based marketing concepts.
Marketing Hall of Fame & Kotler Chair of Marketing
A Marketing Hall of Fame will be created in Abu Dhabi to honour excellence in marketing and showcase best practices from around the world. A Kotler Chair of Marketing will also be established at the Higher Colleges of Technology.
Will these developments change things in the UAE?
“The announcements brought great applause from the room,” says Fahed Bizzari, my good friend who is a web strategy consultant and Principal of Bizzari Consulting (@FahedBizzari on Twitter). Fahed was the first person to book a ticket for this event and came all the way from Sharjah to attend it.
Such developments could mean that the UAE will start to see an improvement in customer service and other aspects of the buying and services experiences, Fahed believes.
“We will start to see internal brand loyalty wherein employees of a company love their jobs, love their employers, are loyal to them and you can see it when they serve you.”
I can imagine the buzz Abu Dhabi could generate when the world’s leading professionals arrive for the World Marketing Forum next year. If marketed well, that is.
How far do YOU think a shift in marketing will impact Abu Dhabi and its economy and business?