At the 9th of July I had to honor to be present at the presentation of the book “Corporate Media” written by Oksana Todorova. The presentation took place in the perfect ambiance of a restaurant in the center of Kiev and was very professional organized. Many representatives of the Ukrainian business environment and especially representatives in the field of marketing and marketing communication were present at this event. A perfect possibility for networking and hearing about new professional trends.
It was interesting to see that the organizers of this event have been able to connect the business environment of Ukraine to the event. Many leading and innovative companies were present
By such a perfectly organized event, it became clear to me that both the content of the book, the appearance of the book and they way it was presented are in a very good balance.
During the 10 years that I am active in Eastern Europe I have seen many books and publications. Most of them even do not invite to be opened at all. The appearance looks bad and the content lacks any practical useful information.
This is definitively not the case for the book “Corporate Media” written by Oksana Todorova!! Mrs. Todorova has been able to write a book that is attractive in appearance and content. The books simple asks to be opened en read. It offers a great combination between relevant and state of art content with colorful illustrations.
The book gives besides a good theoretical background also a lot of practical applicable information. It shows a clear link between theory and practice and it is easily visible that it has been written by an experienced author.
It is interesting to see that the book deals with media 2.0, one of the most important developments at this moment. Media 2.0 is not only important for marketing and marketing communication experts but also for the complete business society and public organizations!
In my opinion this book shows an important trend in Ukraine: Marketing and marketing communication becomes more and more a profession in this country! Dedicated and qualified people write down the essence of important developments and show how to implement it. International books still play a role but a local touch is getting more and more important. There are many European and American book about Media 2.0 but this book shows how it can work in Ukraine.
Marketing and marketing communication are professions and should be treated that way!! But there is more. In my opinion the professionals in this fields have an important obligation: to develop the new generation of marketing and marketing communication professionals in Ukraine. Development not only by writing of books but also by training. Marketing training is also a profession. This book can play a role in the training of professionals.
To conclude I can say that Oksana Todorova made an important step by writing a book about such an important topic. I hope that more of this kind of books will be published in Ukraine!
Jacco Stolker, Director Education & training Centre of the Netherlands Representative of Netherlands Institute of Marketing (NIMA)