3 Review(s)

Marketing Management: A South Asian Perspective is a highly informative book on marketing from the South Asian standpoint. The revised edition of the book has many new key features that make the book a must-read for those in the marketing field. Summary Of The Book Marketing Management is regarded as one of the best study materials on marketing throughout the world, and Marketing Management: A South Asian Perspective presents various dynamic theories and practices in marketing in such a manner, that the book today is extensively followed by a plethora of people including students, teachers and marketing professionals. This book retains the salient aspects of the previous editions and in addition presents plenty of fresh information on marketing from the global and local perspectives. One key feature of the updated version of Marketing Management: A South Asian Perspective is that it contains new vignettes at the beginning of each chapter that have the potential to trigger long bouts of meaningful classroom discussions on the subject. In addition, the Marketing Memo and Marketing Insight boxes have been revised in the 14th edition of the book that throws ample light on the challenges and chances marketers might face in rural South East Asia. Marketing Management: A South Asian Perspective also contains several new subsections and in-text cases that address the drastic alterations that have occurred in the marketing world today. A portion of the subject matter has also been reorganized to put the spotlight on South Asia, which is the focal point of the book. The book emphasizes on holistic marketing and the interdependencies that exist in the global marketing scenario in the present times. The book covers topics like Competitive Dynamics, Tapping into Global Markets, Communicating Value, Setting Product Strategy, and Creating Customer Value and Customer Relationships. Marketing Management: A South Asian Perspective discusses various marketing issues not only via prosaic information, but also in a more attention-captivating way through lecture slides and files containing test items. About The Authors Philip Kotler is regarded as a premier personality on marketing. His other books are Principles of Marketing, Marketing 3.0: From Products to Customers to the Human Spirit and Kotler on Marketing: How to Create, Win, and Dominate Markets. Kotler is currently a professor at Kellogg School of Management. Kotler has written over one hundred journal articles and 40 books. He has been conferred honorary degrees by the University of Zurich, Budapest School of Economic Science and Public Administration, the University of Stockholm, and many other universities. Kevin Lane Keller is a renowned top marketing academic and an experienced marketing teacher. Keller has authored Strategic Brand Management and Best Practice Cases in Branding. Kevin Lane Keller is a professor at Dartmouth College. He has previously taught at the University of California, Berkeley, and the Stanford Graduate School of Business. Abraham Koshy is a professor of Marketing at IIM, Ahmedabad. He is also an eminent consultant, researcher and corporate trainer. Other works of Koshy include Growth and Transformations of Small Firms in India, Managing Alternatives and Marketing of Information Products and Services. Professor Koshy is a visiting professor at Glasgow University and the European School of Management. Koshy was also a visiting professor at Strathclyde Business School. Mithileshwar Jha is a professor of Marketing at IIM, Bangalore. He is also a consultant.