Joseph Yaacoub

I am deeply honored to be mentioned in the Lebanon Edition of Philip Kotler’s Modern Marketing, a foundational work in global marketing education and practice. Contributing to this milestone publication is both a privilege and a proud moment in my professional journey.

I would like to express my sincere gratitude to the esteemed academic mentors and co-authors, Prof. Nehme Azoury and Mr. Melhem Rechdan. Your belief in my work and support throughout this journey mean a great deal.
I’m proud to be part of this important step in advancing marketing thought leadership in Lebanon.

I am also proud that Second House Products , which I consider my second family, is featured as a successful case study in the book - alongside many other remarkable Lebanese brands with whom I’ve had the pleasure of collaborating on numerous occasions.

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Mastering AI in Digital Marketing: What to Avoid and What to Embrace Artificial Intelligence (AI) is the buzzword not just in marketing, but across numerous industries. As a digital marketer, AI offers an incredible opportunity to level up your game, streamlining content creation and enabling innovative strategies.

Delighted to have been a keynote speaker at the recent seminar on digital marketing, hosted by the Faculty of Economics and Business Administration in partnership with the Continuing Education Center at Université La Sagesse - ULS .
Sharing my perspectives on the latest trends and strategies in the digital marketing arena was an immense honor.
A heartfelt thank you to Dr. Sandra Ghosn, Dr. Rasha Abdelkhalek, Dr. Nelly Hobeika, and all the dedicated professors and students who participated.
Here’s to empowering the next generation of digital marketers!