Launch of ‘Essentials of Modern Marketing’ Sri Lanka edition celebrates local brands

By Pune Media On Aug 26, 2025

Deyo Brand Consultancy Founder/CEO and Kotler Impact National Representative for Sri Lanka and Maldives Denzil Perera (right) handing over the “Essentials of Modern Marketing Sri Lanka Edition” to Indonesian Ambassador Dewi Gustina Tobing

Sri Lanka becomes first nation in Kotler EOMM series to have book dedicated solely to local brands

Over 20 local brands featured as successful case studies in EOMM Sri Lanka edition

Indonesia welcomes investment opportunities, projected to become one of top five global economies by 2045

Kotler Awards and new Business School to launch soon, offering qualifications and recognition for students and professionals

Sinhala and Tamil editions of EOMM expected to be launched by Jan. 2026

Citing IMF’s declaration of Sri Lanka as fastest to recover, Kotler Impact National Representative for Sri Lanka and Maldives Denzil Perera says nation has the resilience to take its brands global

First copies of EOMM presented to 22 featured brands as token of appreciation

By Safna Malik

The first-ever Sri Lanka edition of ‘Essentials of Modern Marketing’ by Prof. Philip Kotler was officially launched in cooperation with Kotler Impact Inc. and Deyo Consultancy and Advisory on 22 August at the Cinnamon Grand Hotel in Colombo.

The release of Essentials of Modern Marketing (EOMM) marks a significant milestone for the local marketing industry, as it’s the first time Sri Lanka has been included in Kotler’s series of country specific editions. This honour highlights the importance of the Sri Lankan market and its brand building successes.

In his address, Open University of Sri Lanka Professor of Management Studies Prof. Nalin Abeysekara spoke about the country’s over reliance on traditional exports like tea, coconut, and garments. He discussed that the global market is shifting towards a ‘creative economy’ which includes industries like music, film, and publishing.

Prof. Abeysekara explained that while Sri Lanka has immense creative potential, it has failed to recognise and promote its rising stars as brands. He took an example of a notable viral hit ‘Why this Kolaveri’ from India, pointing that its success continues to be celebrated and studied on a global scale. In contrast, he expressed his view that despite a local song reaching hundreds of millions of views online, it never achieved a similar level of viral status because the country failed to fully influence its brand potential. He emphasised that Sri Lanka must learn to embrace and promote its own success stories on a global stage.

Commenting on the book he said over 20 Sri Lankan brand case studies are featured in the EOMM. He emphasised that the country must go beyond a basic analysis of these cases to truly understand them. He called the book launch a ‘very historical event’ and a crucial step for Sri Lanka to learn and apply global best practices to lift its creative economy and future opportunities like tourism.

Addressing the gathering as the Chief Guest, Republic of Indonesia Ambassador Dewi Gustina Tobing highlighted the importance of marketing principles in modern diplomacy. She said her academic background in management and business administration gave her a unique perspective, as she successfully applies business knowledge and strategies to her diplomatic career. The Ambassador, who is a fan of Kotler’s books, said that marketing is a foundational skill for any profession, and it has been so valuable to her that she sees herself as ‘the marketer of my government.’

She spoke about her role as a diplomat in trying to connect the business people of both Indonesia and Sri Lanka to create a win-win solution, emphasising the many opportunities for bilateral trade and investment. She highlighted Indonesia’s economic growth, which is projected to be among the top five largest economies in the world by 2045, and encouraged Sri Lanka to work more closely with Indonesia for shared benefits.

Kotler Impact CEO Sadia Kibria expressed her gratitude to all participating companies, calling the launch of the EOMM a landmark achievement for Kotler Impact. She shared her view stating that, ‘‘marketing is more than just a business tool; it’s a catalyst for positive social change.” She explained that when practised with wisdom and integrity, marketing goes beyond mere sales and becomes a force for creating value, addressing real issues, and transforming society.

Kibria also spoke about Sri Lanka’s immense potential, noting that its young population, rich culture, and entrepreneurial spirit make it an exciting nation ready for growth. She highlighted the country’s resilience and innovation, stating that Sri Lanka is prepared to welcome not only large corporations but also emerging start-ups and visionary entrepreneurs.

She then detailed the book’s global movement, which began with its first launch in Italy in 2021. Over the last four years, five editions have been launched worldwide, and the organisation is on track to release 45 editions across different countries. More than 700 brands are expected to be featured in the series of EOMM, including major global companies like Google, Meta, and Turkish Airlines. She proudly announced the addition of more than 20 leading local companies and brands to the Sri Lankan edition.

Describing the book, she further said that it contains the entire spectrum of modern marketing, covering everything from digital and social media to artificial intelligence, from B2B and B2C strategies to innovation and resilience during a crisis. On behalf of Kotler Impact, Kibria announced the upcoming launch of two new initiatives in Sri Lanka: Kotler Awards and Kotler Business School, which will bring ‘innovative programs for students.’ She also shared that the next edition of EOMM for Sri Lanka is expected to be launched by January 2026.

She urged the audience to continue working together to make marketing a ‘force for good in this world.’ She encouraged them to ‘keep innovating and never stop,’ saying that the launch of the EOMM Sri Lanka edition will be a ‘game changer in the business world.’

In a video address, Kotler Impact Inc. Chairman and Author Prof. Philip Kotler, joined the inaugural book launch and said the EOMM presents an up-to-date and insightful explanation of modern marketing in today’s turbulent times. He emphasised that the book is about more than just selling products or services; it’s about ‘finding and building a future using the new tools of modern marketing.’ Kotler expressed his hope that the book would be read by managers, employees, and academics, helping to produce a generation of students who care about humanity, innovation, society, and a better world through marketing.

According to Kotler, the book’s unique feature is its ability to integrate both the operational and strategic aspects of marketing, giving both practitioners and students a comprehensive and holistic overview. He noted that the book’s structure follows the marketing planning and decision making process inside an enterprise, making it as ‘accessible as possible’ while communicating fundamental theoretical aspects. He also highlighted that the book touches on specific, relevant topics such as Health Marketing, Disruptive Marketing, and Negotiation in Marketing.

Kotler explained that in a time of global uncertainties and trends like digitalisation and disruption, organisations must think ahead to find new markets, create new strategies, and build new partnerships. He announced the World Marketing Summit is one such initiative designed to ‘educate, train, and stimulate marketing and business professionals around the world.’ In his closing remarks, he said that, “Marketing and innovation are the fundamental crafts of a winning company,” sharing a key quote from renowned author Peter Drucker. Kotler Impact National Representative of Sri Lanka – Deyo Consultancy and Advisory Founder Denzil Perera, spoke about the launch of the EOMM book as a landmark event that finally fills a massive space in marketing literature. He noted that most marketing textbooks feature case studies from Europe and the US, with very few from Asia, Africa, or the Middle East. Perera emphasised that the book is more than a textbook; it’s a living guide and a handbook for marketers, a tool for all levels of students, lecturers, and professionals.

He shared his personal journey and lifelong passion for marketing, which began as an A-Level student when he first learned about Philip Kotler.

Speaking about his career as a lecturer where he always brought in local case studies to bridge the gap between theory and local practice. He revealed that he had a dream of writing his own book with Sri Lankan brands, a dream that turn up through his work with Kotler Impact.

Perera stressed that the official launch of the EOMM is also a tribute to the brands that have done exceptionally well to be featured in the book. He spoke about the need for Sri Lanka to move beyond manufacturing and focus on owning brands, a key factor in the economic success of Western nations. Citing the IMF’s declaration that Sri Lanka was one of the fastest countries to recover from its recent economic crisis, he stated that the nation has the resilience to take its brands to the world.

He highlighted the unique achievements of numerous brands featured in the book, stating that these were stories he had previously written about in newspapers and research articles. He conveyed his satisfaction that these local successes were now receiving global recognition through a highly regarded book like the EOMM.

He recalled organising a National Marketing Day in Sri Lanka, which is now officially celebrated annually on May 27, Prof. Kotler’s birthday, since it was officially declared in 2022. This grand launch of the Sri Lankan edition, he said, is a tribute to the man himself.

Proposing a toast to Prof. Philip Kotler, the ‘Father of Modern Marketing,’ for his well-being, he also praised Kotler’s dedication, which continues to enlighten the world on marketing. The inauguration event concluded with great success and honoured the 22 brands featured in the Sri Lankan edition of the EOMM. Officials from the publication presented first copies of the book as a token of appreciation for their contribution.

-Pix by Sameera Wijesinghe

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