In 2010, Professor Philip Kotler created the World Marketing Summit (WMS), an international movement to spread an innovative marketing culture amongst marketing and business leaders to "make the world a better place through marketing". In Kotler's own words, marketing is "a social and managerial process": society is constantly changing and therefore marketing must also constantly change in order to effectively interpret social changes.

The WMS Italia, during its first edition, was the most important strategic marketing event of 2019. Prof. Philip Kotler himself had a strong wish to launch the event in order to provide Italian entrepreneurs and managers with effective tools to implement change. Philip Kotler and Moran Cerf, internationally renowned neuroscientist, were at the helm of two days of intense and engaging work at the Luiss Guido Carli University in Rome. Other special guests included Roberto Olivi, Barbara Cominelli, Mauro Porcini, Alberto Mattiello, Sabina Addamiano, Ernesto Ciorra, Veronica Civiero, Ivan Ortenzi and Rachele Gabellini.