Philip Kotler and Dr. Varsha Agarwal Co-Author New B2B Brand Management Book

Widely regarded as the father of modern marketing, Philip Kotler has co-authored a new book on B2B brand management alongside Dr. Varsha Agarwal, a professor at ATLAS SkillTech University.

A Notable Collaboration in Marketing Literature

The collaboration brings together one of the most influential figures in marketing education with a faculty member from ATLAS SkillTech University. Kotler, whose textbooks and frameworks have shaped marketing education for decades, lends his authority to a subject that has gained increasing attention in the business world: brand management in the business-to-business space.

Dr. Varsha Agarwal, who serves as a professor at ATLAS SkillTech University, joins Kotler as co-author of the work. The partnership pairs Kotler's global standing in the field with academic insight from the Mumbai-based institution.

Focus on B2B Brand Management

The book centers on brand management within the B2B sector, an area that has traditionally received less attention than consumer-facing branding. As businesses increasingly recognize the value of strong brand identities in corporate markets, the subject has become a growing focus for both scholars and practitioners.

The co-authored work adds to Kotler's extensive body of published material, which has long served as foundational reading for marketing students and professionals around the world.

About the Authors

Philip Kotler is internationally recognized as a pioneering figure in marketing education and is frequently described as the father of modern marketing. His work has influenced generations of business leaders and academics.

Dr. Varsha Agarwal is a professor at ATLAS SkillTech University, an institution focused on skill-based higher education. Her collaboration with Kotler marks a significant academic partnership for the university.

Conclusion

The co-authored B2B brand management book represents a meeting of established marketing authority and contemporary academic expertise. With Kotler's legacy and Dr. Agarwal's scholarship at ATLAS SkillTech University, the publication is positioned to contribute to the evolving conversation around branding in business-to-business markets.