- A New Horizon for Tunisian Businesses to Enhance Their Brand Image in the B2B Market and in Partnerships
The dream is finally coming true! Tunisia will soon have its own edition of the benchmark work in modern marketing, co-authored by Philip Kotler and Waldemar Pfoertsch, entitled “B2B BRAND MANAGEMENT.” It will join the select circle of around fifty countries that have their own edition of this renowned global work, highlighting the strategic importance of branding and opening new perspectives in the art of brand management and inter-company partnerships.
The work indeed explores how to draw inspiration from the successes of major Tunisian companies that have secured a strong position in the market through effective branding strategies.
More than a mere mention in a book, this work aims to be a strategic tool for decision-makers and business leaders, helping them understand how branding powerfully influences performance and the company’s activity, especially in a demanding context of differentiating from the competition and building customer loyalty.
Branding, a top priority for leaders in 2026
According to a recent study by McKinsey & Company (Past forward: The modern rethinking of marketing’s core | McKinsey), branding will be executives’ first investment in 2026. The book, in its new edition, incorporates major evolutions in digital technologies, globalization, and artificial intelligence, confirming the central role of the brand in corporate performance and competitiveness.
The new edition of the book, currently in the final stages of preparation, will be officially launched at a formal ceremony on March 26 in Tunis. The event will be attended by the media, business players, academics, and distinguished guests, including Dr Waldemar Pfoertsch, co-author of the book and international expert in marketing and international trade.
The book dedicates more than 6 case studies to the successes of Tunisian companies operating in various sectors such as agribusiness, finance, automotive, wood and furniture, as well as multi-level marketing (MLM).
Incorporation of companies into the book
Through this Tunisian edition, Kotler and Pfoertsch have opened the way for local business actors to apply and inscribe their brand, their mission, their vision, and their experience across the pages.
« This is a giant leap that will transform a local brand into an international reference, » says Walid Kallel, Founder-Director of the Business Success Enterprise Support Center, and a marketing expert, commissioned by the authors to supervise the Tunisian edition.
Walid Kallel
For him, “The mere mention of the company’s name in this book strengthens its credibility with over 100,000 professionals using this reference worldwide, helps it position itself as a leader in its sector, and generates sustainable and fruitful business opportunities.”.
Following an inaugural edition published in 2006 focusing on the specifics of industrial markets, the second edition of “B2B MANAGEMENT” updates these concepts by incorporating major digital transformations, globalization, and the strategic role of the brand in managerial decisions.
Developments focused on performance and digital
The book addresses major evolutions concerning performance-driven branding, transformational marketing, and the integration of artificial intelligence into B2B brand strategy.
Macro-economically, beyond international recognition, the significance of this launch lies in the unique opportunity to integrate global branding advances into the national industrial and economic fabric, while adapting them to the local cultural and commercial context, offering businesses, students, and researchers inspiring models and actionable tools.
In a word, the new book will mark an important milestone for Tunisia’s integration into the global dynamics of B2B marketing.
