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Dr. Waldemar Pfoertsch

Series authors

Waldemar Pfoertsch

B2B Brand Management Expert

Professor of International Business, Pforzheim University (Germany) and CEIBS, Shanghai

  • 20+Years of executive experience

Biography

Dr. Waldemar Pfoertsch is Professor of International Business at Pforzheim University in Germany and at CEIBS (China Europe International Business School) in Shanghai. With more than 20 years of executive experience in international business with Fortune 500 companies, he brings a rare blend of academic rigour and practical business experience to his work.

He specialises in B2B brand management, global market strategies and China business, advising multinational corporations on their international brand strategies.

Globally acclaimed as the “Father of B2B Brand Management”, he specialises in industrial branding, B2B strategy and corporate transformation.

Key achievements

  • B2B brand management expert
  • Global brand strategy advisor
  • Author and researcher
  • Executive education leader

Publications

  • B2B Brand Management (with Philip Kotler)

Books

Editions by Waldemar Pfoertsch

Research

Frameworks and research

Article collections

Counter Nexus 2026: B2B Brand Management Article Collection

The 2026 Article Collection of the B2B Brand Management series by Philip Kotler and Waldemar Pfoertsch, with contributions from Sarah Juidette, Khalid Al-Sulaiti, Abdulrahman Zidan and Walid Kallel.

Philip Kotler, Waldemar Pfoertsch, Sarah Juidette, Khalid bin Ibrahim Al-Sulaiti, Abdulrahman Zidan and Walid Kallel

Case studies

Cases written

All Case Studies