Dr. G Shainesh’s co-authored book, ‘Marketing Management’, launched on 31st May
The Indian adaptation of the classic ‘Marketing Management’ (16E) is co-authored by Dr. G Shainesh, faculty in the Marketing area of IIM Bangalore. Regarded as the ‘Bible of Marketing’, the 16th edition of this best-selling textbook by Philip Kotler incorporates content updated to reflect the tremendous disruptions in industries and business models due to digitalization, globalization, increasing role of corporate social responsibility, growth in e-commerce, digital communication, impact of social media, and the widespread use of data analytics, marketing automation and artificial intelligence that have created new opportunities as well as threats for businesses. Prof. G Shainesh has co-authored the book with respected academicians Kevin Lane Keller, Alexander Chernev, and Jagdish N Sheth.
This edition draws on the rich findings of various scientific disciplines—such as economics, behavioural sciences, and management theory – for fundamental concepts and tools that can be applied to marketing. The authors apply strategic thinking to the complete spectrum of marketing: products, services, persons, places, information, ideas and causes; consumer and business markets; profit and non-profit organizations; domestic and foreign companies; start-ups, small and large firms; manufacturing and intermediary businesses, and low- and high-tech industries. These concepts and frameworks will help students as well as managers to design and execute marketing strategies.
The latest edition is enriched with cases studies and examples from India. Caselets of leading and emerging brands and organizations include Asian Paints, Biocon, Eureka Forbes, HDFC Bank, Titan, iDFresh, Paperboat, FabIndia, Tanishq, Allen Solly, Bajaj Auto, Infosys, TCS, SBI Mutual Funds, Tata Steel, Wipro, Fevicol, Kaya Clinic, Tata Ace, Narayana Health, Taj Hotels, Spar, Max, Lifestyle, Aravind Eye Care System, Maruti Suzuki, Naandi Foundation, SBI Yono, Tata Trusts, among others. Application of marketing concepts in new-age and digital businesses like Flipkart, Inmobi, Lenskart, Plaeto, Treebo, Udaan, PayTM and BigBasket make the book very contemporary.
In a webinar following the launch on 31st May, the authors discussed the future of marketing, along with the rising impact of Indian firms in shaping the global marketing scenario.
Marketing Management, 16e (Indian Adaptation)
By Philip Kotler, Kevin Lane Keller, Alexander Chernev, Jagdish N Sheth and G. Shainesh
