B2B Global Workshop

Executive overview

Under the leadership of Prof. Philip Kotler and Dr. Waldemar Pfoertsch, the B2B Global Workshop marks the historic worldwide launch of B2B Brand Management. Organized by Global Marketing Nexus, this global movement bridges world-class academic frameworks with regional market execution, connecting international thought leadership directly to local business communities across six continents.

The workshop serves as a unified platform empowering business leaders, academics and organizations to redefine B2B marketing, elevate corporate brand governance and foster localized economic impact.

Key leadership and visionaries

Prof. Philip Kotler

Father of Modern Marketing, Professor Emeritus, Kellogg School of Management

Global marketing authority and author of over 80 seminal textbooks. Prof. Kotler’s leadership continues to shape modern marketing strategy, guiding organizations through digital transformation, B2B brand building and customer value creation.

Dr. Waldemar Pfoertsch

Father of B2B Brand Management, Global Strategy Thought Leader

International strategy consultant and co-author of the global B2B Brand Management book series. Dr. Pfoertsch specializes in business-to-business frameworks, helping global enterprises build, maintain and scale brand equity in complex industrial markets.

Global reach and partner network

The Global Marketing Nexus movement unites educational institutions, industry experts and corporate leaders across more than 40 nations:

• Americas and the Caribbean: Argentina, Barbados, Bolivia, Brazil, Colombia, Cuba, Dominican Republic, Jamaica, Mexico, Trinidad & Tobago
• Europe: Austria, Germany, Italy, Portugal, Switzerland
• Middle East and North Africa: Egypt, Iraq, Jordan, Qatar, Saudi Arabia, Syria, Tunisia, Türkiye, UAE, Morocco
• Sub-Saharan Africa: Angola, Cameroon, Cape Verde, Guinea-Bissau, Kenya, Mozambique, São Tomé and Príncipe
• Asia-Pacific and Central Asia: India, Japan, Kazakhstan, Kyrgyzstan, Myanmar, Philippines, Sri Lanka, Tajikistan, Uzbekistan

Core pillars and strategic values

1. Global thought leadership to local impact: adapting world-class B2B branding methodologies to local market dynamics, enabling regional businesses to compete globally.
2. B2B brand management as a strategic asset: shifting the narrative from viewing branding as a tactical promotional expense to treating it as a core driver of sustainable competitive advantage and premium pricing.
3. Connecting ideas and cross-border collaboration: building an international network of marketers, researchers and executives to drive knowledge transfer and innovation across emerging and developed economies.
4. Next-generation marketing education: redefining business education by bridging academic rigor with practical corporate case studies and real-world execution.

Who is it for?

• Global C-suite leaders and B2B executives: seeking long-term market leadership and brand-driven growth strategies.
• Academic institutions and researchers: collaborating on localized case studies, textbooks and executive education programs.
• Enterprise marketers and business development directors: looking to apply structured, trust-based positioning models to complex sales cycles.