BP Egypt Oil Professor in Management Studies Co-Authors Renowned Marketing Textbook

Hamed Shamma ’99, ’02, assistant professor of marketing and BP Egypt Oil Professor in Management Studies in the School of Business, co-authored the recently published first edition of Marketing Management in the Arab world, the most widely-used marketing textbook in graduate business schools worldwide. BP’s generosity in endowing this professorship has facilitated Shamma’s ability to further his research.

“The funding from the BP Egypt Oil endowed professorship has resulted in journal publications, book publications, book chapters, conference proceedings and other research output. This has deepened my commitment to excel in research and academic contributions. I am grateful to AUC and the School of Business for this endowment," said Shamma. 

The book was co-authored with Philip Kotler, author of the original Marketing Management textbook and a world leader in marketing; Kevin Lane Keller, E. B. Osborn professor of marketing at the Tuck School of Business at Dartmouth College; Salah S. Hassan, professor of marketing in the School of Business at George Washington University; and Imad Baalbaki, assistant vice president for development at the American University of Beirut (AUB) and a visiting assistant professor of marketing at AUB’s Suliman S. Olayan School of Business. “Although an excellent text book, we wanted to tone it down and make the content and language more relevant to the Arab region of the world,” Shamma explained. “This was an ongoing process starting from 2009 and took collaborated effort with peers to match the Arab audience.”

Marketing Management (Arab World Edition) is currently being used in AUC’s MBA graduate-level classes and many other graduate schools in the region. The textbook can be found online and in bookstores across the Middle East and North Africa.

Endowed professorships are among AUC’s most effective tools to sustain the University’s portfolio of tenured faculty and to support them fully in their professional growth. Not only are they an honor for a current professor but supporting these positions also helps the University attract, and retain, academic leaders. Six distinguished visiting professorships and nine named professorships have been established at AUC.