Professor Barbara Mróz-Gorgoń is co-author of “Essentials of Modern Marketing” 

Professor Barbara Mróz-Gorgoń is co-author and co-editor of the Polish edition of “Essentials of Modern Marketing” – one of the most important books for the industry. 

“Essentials of Modern Marketing” is both seminal and prestigious publication under the signature of Professor Philip Kotler, guru of contemporary marketing. Recently, the Polish edition of the book was published under the title “Podstawy nowoczesnego marketingu”. The book was premiered on May 22nd at InfoShare 2024 – one of the most important technological and business conferences in the CEE region.

Polish edition of the book was co-edited by Professor Barbara Mróz-Gorgoń (Wroclaw University of Economics and Business; Chair of the Advisory Board of Kotler Impact Poland) and Mariusz Soltanifar (Team Kotler Impact), in close cooperation with experts such as Sadia Kibria (Group Chairman & CEO of Kotler Impact), Professor Grzegorz Mazurek (SGH Warsaw School of Economics) and Jacek Kotarbiński, PhD

The Polish edition is part of the international series „Essentials of Modern Marketing”, published in over 50 countries across the world. Every national edition is distinctive because of case studies relevant to each nation’s market. 

Polish edition contains over 30 case studies, including study of WUEB’s strategy focused on creating the synergy with business and economical environment. The study was prepared by Ałła Witwicka-Dudek and Jakub Cendrowski. We are proud to be the part of such an important book, which will soon establish its position in the canon of professional business education (e.g. MBAs). 

An excerpt from the opening of the book by Jacek Kotarbiński: 

This book presents an up-to-date, insightful view of how modern marketing works in today’s turbulent times. The book covers not only marketing and product- or service-selling, but also themes such as rediscovering and building the future of the industry using adequate tools. I hope that this book will be read by managers, specialists at all levels of experience, as well as professors who teach management and marketing. With that in mind, it will be possible to raise a generation of students looking after humanity, innovations, and society through marketing

“Podstawy nowoczesnego marketingu” is now available at selected stores. The book was published under the auspices of Wroclaw University of Economics and Business.  


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