Yerevan lacks a “peculiarity”, a must-see component which would attract visitors to the city, according to S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management.

In this context, Philip Kotler suggested Armenia take better effort at increasing awareness of its religious heritage.

“This is my first visit to Yerevan, and though I’ve been here for only a short while, I noticed the city has vast religious heritage which might emphasize its uniqueness, by becoming a “peculiarity” to look for,” the marketing guru stated during a lecture titled Student Forum – Certified Training held at Russian-Armenian (Slavonic) University.