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Report by India Education bureau, Delhi: Pearson Education, India’s leading education company, launched the 14th edition of Marketing Management: A South Asian Perspective today, authored by Philip Kotler, Kevin Lane Keller, Abraham Koshy and Mithileshwar Jha. The book was unveiled by Jessie Paul, CEO of Paul Writer.The event saw the participation of eminent scholars, academics and distinguished guests.
Marketing Management is recognized as the gold standard text by students and teachers across the world as it comprehensively reflects changes in marketing theories and practices.
According to Professor Philip Kotler, “Marketing Management provides solid academic grounding. It covers all important theoretical concepts, models and frameworks in marketing, and offers conceptual guidance to readers so that they can solve practical problems in the field.”
The 14th edition of Marketing Management: A South Asian Perspective preserves many of the distinguishing features of the past editions and, at the same time, provides revised and updated content from the global as well as local context.
Present at the book launch, Mr Ranu Kawatra, President & Chief Executive Officer, Pearson Education, said, “It is indeed a pleasure for Pearson to announce the landmark 14th edition of this renowned classic. The 14th edition ofMarketing Management: A South Asian Perspective brings extraordinary global, local and modern ideas to the marketing student in South Asia. Written by the foremost experts in the field, we are confident that this book will further the cause of excellence in the marketing management domain across institutes in South Asia.”
Unveiling the book, Professor Abraham Koshy said, “The 14th edition of Marketing Management provides comprehensive, updated and enhanced coverage of current developments in the field of marketing. The book owes its marketplace success to its ability to maximize three dimensions that characterize the best marketing texts—depth,breadth and relevance. This edition is structured on the theme of Customer Value as the bedrock of modern marketing. The focus on the context of India and South Asia and the coverage of current trends such as social media marketing and marketing to rural consumers in South Asia make this edition more relevant and contemporary.”
Present at the launch, Jessie Paul, CEO, Paul Writer, said, "Contemporary case studies and vignettes make this an interesting read that any student or practitioner of marketing will enjoy dipping into. The inclusion of local case studies and examples of real-life marketing scenarios makes the text relevant to today's marketer. Frameworks and structures can help marketers find solutions to everyday problems without reinventing the wheel, and this is what makes this book a must-have for every bookshelf".
The key features of Marketing Management: A South Asian Perspective are as follows:
· Each chapter starts with a brand new opening vignette that provides insights into the marketing practices and challenges of local brands and companies. These vignettes capture interesting developments in the South Asian market. Examples include Tata Chemicals, Eureka Forbes, Hariyali Kisaan Bazaar, and Vodafone’s popular Zoozoo campaign.
· Updated and revised Marketing Memo and Marketing Insight boxes discuss the practical aspects of marketing and describe the challenges and opportunities unique to rural markets in South Asia.
· There are many new in-text cases in each chapter, including cases on nearly 100 Indian brands and company situations and a similar number of international brands. Some South Asian examples discussed in the text are Volkswagen Vento, Airtel, Royal Enfield, Apollo Clinic, Fabindia. These cases are in addition to the Marketing Excellence cases at the end of each chapter.
· Marketing during economic downturns, the rise of sustainability and “green” marketing, and the increasing role of digital media in marketing are some dramatic changes in the current marketing environment that have been addressed through local as well as global examples.
http://indiaeducationdiary.in/Shownews.asp?newsid=16721
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