THE BUSINESS SCHOOL UNIVERSITY OF JAMMU

COURSE NO: 108 COURSE TITLE: WAC TOPIC: BOOK REVIEW BOOK NAME: MARKETING MANAGEMENT AUTHOR: PHILIP KOTLER, KEVIN KELLER, ABRAHAM KOSHY, MITHILESHWAR JHA SUBMITTED TO: DR. PARIKSHAT SINGH MANHAS SUBMITTED BY: SAKSHI GUPTA(45 MBA 2012)

BOOK NAME: MARKETING MANAGEMENT(A SOUTH ASIAN PERSPECTIVE) BOOK AUTHOR: PHILIP KOTLER, KEVIN KELLER, ABRAHAM KOSHY, MITHILESHWAR JHA
Marketing management by Philip Kotler remains the bestselling textbook in the field because it continues to reflect the latest changes in Marketing theory and practice. In addition to the original frameworks and concepts the book presents a contextually relevant text for students of the subcontinent by incorporating South Asian case studies and example. A comprehensive compendium of Marketing strategy and knowledge. This text is chock full of models and guidelines. All chapters have brief commentary and new introductory vignettes that set the stage for the chapter material to follow by covering topical brands or companies, the vignettes serve as a great discussion starters.

New Breakthrough Marketing boxes to highlight innovative and insightful marketing accomplishments by leading organizations. Marketing insights boxes delve into important marketing topics, often highlighting current research findings. Marketing memo boxes offer practical advice and direction in dealing with various decision at all stages of marketing management process have been included in each chapter. In addition Rural Marketing memos in each chapter that provide tips and suggestions at all stages of marketing to rural customers, as well as directions in dealing with various marketing decisions. Many in-text boxes are included in chapter provide vivid illustrations of chapter concepts using actually companies and situations. The boxes cover variety of products, services and markets, and many have accompanying illustrations in the form of add and product shots. New South Asian Perspective through new cases from south Asian countries that discuss a variety of aspects, including the socio-economic characteristics of urban and rural consumers, demographics, and socio-cultural nuances.

"Holistic Marketing" coverage exploring the emerging concepts that everything matters in marketing: internal marketing, integrated marketing, relationship Marketing and socially responsible marketing. The book applies thinking to the complete spectrum of marketing: products, services, persons, places, information, ideas and causes; consumer and business markets; profit and non-profit organisation; domestic and foreign companies; small and large firms; manufacturing and intermediary businesses; and low and high-tech industry. The book offers the richness of international examples and at the same time, specific local data and examples to help them understand the similarities, and the differences, between different marketers. The book contains many advertisements of companies from around the globe and many of them pertains to companies from India. In addition, a large number of examples on products and marketing issues of companies from region have been added to discern the concepts and framework. .