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New marketing book touts Iraq as prime destination for global investment
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ERBIL, Kurdistan Region - The Iraqi edition of Essentials of Modern Marketing, co-authored by global speaker Sadia Kibria alongside a team of international experts including renowned marketing strategist Philip Kotler, is attracting attention for its unique blend of global marketing insights and regional case studies, featuring success stories from the Kurdistan Region.
'This is not your typical marketing textbook. It includes multiple unique highlights, with contributions from more than 10 global experts in their fields,' Kibria told Rudaw on Friday, underscoring the book's distinctive value.
Kibria is part of a team of 11 contributors behind the Essentials of Modern Marketing: Iraq Edition, developed under the leadership of Kotler, founder of Kotler Impact - a global marketing consulting firm. This edition serves both as an academic resource and a platform to showcase local business innovation.
'I want to send a message to global businesses: come to Iraq. The economy is booming like never before. It's an ideal environment for startups, entrepreneurs, and large enterprises alike,' she emphasized.
The book highlights over 17 brands operating across Iraq and the Kurdistan Region, demonstrating how companies have tailored their marketing strategies to meet the social needs and cultural norms of Kurdish and Iraqi communities.
One notable case study features Rudaw Media Network, whose marketing strategies are showcased as a model of resilience and adaptability.
'Rudaw is one of the success stories featured in this book,' Kibria explained, highlighting the outlet's problem-solving approach. 'They openly discussed the challenges they faced, how they tackled them from a marketing perspective, and that's what makes this book unique.'
The publication comes at a time when the Kurdistan Regional Government (KRG) has been stepping up efforts to diversify the economy by strengthening the private sector. In recent years, the KRG has worked to improve infrastructure, support small and medium-sized enterprises (SMEs) and promote entrepreneurship across the Region.
In February 2022, the KRG's planning ministry signed a Memorandum of Understanding with the United Nations Development Programme (UNDP) to bolster economic diversification and private sector growth.
The new edition of Essentials of Modern Marketing underscores the vital role of strategic marketing in initiatives like those pursued by the KRG, offering both local and international businesses a blueprint for success in Iraq's evolving market landscape.
Mohammed Sheikh Fatih contributed to this report.
