It aims to initiate global movements through marketing strategies that change human behaviour leading to a positive impact on society and living for future generations.

[1] WMS organizes an annual Summit conference which aims to bring brought global experts to discuss the most pressing issues faced by world, including marketing, business and economics impacting poverty, health and the environment.

Kotler attended a seminar in Abu Dhabi in which he first shared the idea of forming a forum of marketers who can contribute towards alleviating poverty.

The three-day summit was inaugurated by Sheikh Hasina, Prime Minister of the People’s Republic of Bangladesh and brought together 60 global experts and attracted 4,000 participants.

[7] Better World is the biannual journal of WMS (January and July) for business managers, academicians and researchers working in the areas of marketing and economics for alleviating poverty.

The main objective of the incubator approach is to formulate a conceptual framework driven by marketing principles and implement the findings in a real world scenario.