Marketing & Innovation - EOMM

At AWE Consulting, we are proud to be at the forefront of an unprecedented project that redefines how marketing is understood and practiced across the globe. The Essentials of Modern Marketing (EOMM) is not just a book—it's a groundbreaking initiative that brings marketing to life through the unique perspectives of over 100 countries, with each edition tailored to the challenges, cultures, and successes of specific markets.

Marketing has always been about people, not products. This is the lens through which EOMM is crafted, highlighting how businesses truly connect with, adapt to, and thrive in their local environments. Unlike traditional marketing frameworks that present a single, global perspective, EOMM dives deep into the realities of each market, offering an authentic, market-specific approach. By exploring the journeys of both global brands and homegrown success stories, the book demonstrates that the brands that succeed are not simply those that expand—they are the ones that listen, adapt, and truly care about their people.

The first edition, launched in Georgia, was met with great enthusiasm, showcasing local industry leaders and their innovative contributions to the country's economic and social development. Building on this success, AWE Consulting is now working on additional editions for Armenia, Azerbaijan, Kazakhstan, Uzbekistan, and France, with each new edition highlighting local stories of transformation and triumph.

Each market’s unique challenges and opportunities are explored in depth, bringing to light how businesses have not only overcome obstacles but have also transformed their industries by understanding their customers better than anyone else. These local stories—often unheard beyond their borders—are now given a global stage, offering invaluable insights to marketers, business leaders, and students across the world.

By integrating Azerbaijani case studies into educational programs across regions like Uzbekistan, Kazakhstan, and Georgia, AWE Consulting ensures that future generations of marketers can learn from the innovative strategies driving the success of businesses in these countries. This collaborative effort exemplifies the intersection of global reach and local authenticity, where each market’s story contributes to a larger, more inclusive narrative of marketing excellence.

Through EOMM, we are not just telling stories—we are shaping the future of marketing, one market at a time.