Prof. Philip Kotler, the guru of modern marketing, addressed the launch of Essentials of Modern Marketing – Sri Lanka Edition, sharing insights on innovation, disruption, and the future of marketing, while highlighting the value of Sri Lankan case studies.
When I had the honour of addressing the launch of Essentials of Modern Marketing – Sri Lanka Edition, I wished to share a vision of marketing that goes beyond profit and competition.
Marketing, when taught and practised with care, has the potential to create not only successful companies but also a better society. At its core, marketing is about humanity, innovation, and building a world where business contributes to both economic and social progress.
This book, Essentials of Modern Marketing, is designed to serve that vision. It is written to help companies discover new talents, capabilities, and opportunities. It also aims to inspire a new generation of students, encouraging them to see marketing not merely as a technical craft but as a discipline that can transform lives and communities.
Unlike many traditional marketing textbooks, which often focus only on the operational or strategic aspects, this book integrates both dimensions and structures them in a way that is clear and practical. It follows the logic of marketing planning and decision making inside an enterprise, providing a holistic view of how all the pieces fit together. The goal was to produce a resource that is concise and accessible, while still addressing the most important theoretical foundations and showing how they apply to real-life decision situations.
We live in a time of unprecedented uncertainty. The COVID-19 pandemic shook the foundations of industries and businesses across the world. Even as we emerged from that crisis, new challenges arose from mega trends such as digitalisation, technological disruption, and global shifts in supply chains. These changes have forced organisations to continuously innovate, to make tough decisions about staffing, procurement, finance, and of course, marketing.
In such a world, thinking ahead is no longer optional. Companies must learn to find new markets, to design fresh marketing strategies, to innovate new products, and to build resilient partnerships. The ability to adapt and to anticipate change is now the essence of survival and success. That is why this book does not restrict itself to general principles. It touches on specific, business-related topics such as health marketing, disruptive marketing, and negotiation in marketing. These are areas where managers and students alike can gain insight into how marketing interacts with broader forces and shapes critical decisions.
The inclusion of case studies is another important feature of this book. Case studies show us marketing in action, illustrating both successes and failures. They allow us to understand how companies respond to disruption, how they create value, and how they build relationships with customers and societies. By combining theory with practice, the book offers a more comprehensive perspective on marketing management.
Peter Drucker once said that marketing and innovation are the fundamental crafts of a winning company. I strongly believe this is still true. When a company faces disruption, it must not give up. Instead, it must reimagine its strategy, innovate its offerings, and remain steadfast in its commitment to marketing as a tool for growth and resilience.
The Sri Lankan edition of this book holds particular significance. Sri Lanka has a wealth of talent and creativity, and the inclusion of local case studies ensures that the lessons of modern marketing are connected to the realities of Sri Lankan business. These stories will inspire students and practitioners, showing them that global principles can be applied in ways that reflect local culture, needs, and opportunities.
My hope is that Essentials of Modern Marketing – Sri Lanka Edition will encourage both practitioners and students to think broadly, to act responsibly, and to embrace innovation. Marketing must never be reduced to a narrow pursuit of sales figures alone. It should remain a craft that balances commercial success with contributions to society.
As we face a future shaped by uncertainty, disruption, and opportunity, I encourage every reader to continue learning, to keep experimenting, and above all, never to stop imagining what marketing can achieve for companies, communities, and the world.
