Book launch | New edition of Marketing Management features India-centric insights by Prof. G. Shainesh
The virtual book launch and panel discussion on ‘AI-Driven Marketing for a Smarter, More Sustainable Future’ will be held on 12 June 2025
31 May, 2025, Bengaluru: The 17th edition of Marketing Management, a global industry standard in the field of marketing, co-authored by Prof. G. Shainesh, Marketing area, brings together distinguished scholars, Prof. Philip Kotler and Prof. Alexander Chernev of Northwestern University, Prof. Kevin Lane Keller, Dartmouth College, and Prof. Jagdish Sheth, Emory University, for contributions to the India-focused adaptation.
The volume presents a comprehensive treatment of contemporary marketing challenges, with updated content on globalization, digital platforms, and technology-led transformation. The India edition offers a substantial contribution to business education through its curated addition of over 55 case studies and caselets from the Indian market, providing rich context for learners and practitioners operating in diverse economies.
A virtual book launch and panel discussion on the theme ‘AI-Driven Marketing for a Smarter, More Sustainable Future’, will be held on 12 June 2025 at 7:00 PM IST, featuring conversations among the authors. The event will be livestreamed via Zoom and YouTube.
To register, please visit: https://pearson.zoom.us/webinar/register/WN_8LNHSLgVSVik3-61imocJA#/registration
The livestream of the event will be available on YouTube, HERE.
The edition stands out for its integration of India-specific brand narratives, ranging from legacy businesses to emerging startups, alongside global frameworks. Brands featured include Asian Paints, Bajaj, Bandhan Bank, bigbasket, Biocon, Cadbury, Eureka Forbes, FabIndia, Fevicol, Flipkart, HDFC Bank, Infosys, JSW Paints, Kaya Clinic, Mahindra, Maruti Suzuki, PaperBoat, PayTM, Plaeto Shoes, Reliance Jio, SBI Yono, Taj Hotels, Tata Motors, Tanishq, Tata Trusts, Titan, TCS, Wipro, and many more. New-age firms such as Ather Energy, cult.fit, Lenskart, and udaan have also been featured.
Key themes include:
- Global and Indian perspectives reflecting diverse market dynamics and business strategies across economies.
- Focus on digital transformation with updated content on digital marketing, social media, e-commerce, and emerging technologies like ai and big data in marketing decision-making.
- Insights into consumer behavior including modern consumer psychology, engagement patterns, and personalized marketing, especially in the digital age.
- Analytical tools like customer lifetime value (CLV), segmentation, positioning models, and marketing ROI metrics.
- Discussion on new-age business models covering startups, platform businesses, and D2C models, along with how traditional businesses are evolving.
Book launch | New edition of Marketing Management features India-centric insights by Prof. G. Shainesh
The virtual book launch and panel discussion on ‘AI-Driven Marketing for a Smarter, More Sustainable Future’ will be held on 12 June 2025
31 May, 2025, Bengaluru: The 17th edition of Marketing Management, a global industry standard in the field of marketing, co-authored by Prof. G. Shainesh, Marketing area, brings together distinguished scholars, Prof. Philip Kotler and Prof. Alexander Chernev of Northwestern University, Prof. Kevin Lane Keller, Dartmouth College, and Prof. Jagdish Sheth, Emory University, for contributions to the India-focused adaptation.
The volume presents a comprehensive treatment of contemporary marketing challenges, with updated content on globalization, digital platforms, and technology-led transformation. The India edition offers a substantial contribution to business education through its curated addition of over 55 case studies and caselets from the Indian market, providing rich context for learners and practitioners operating in diverse economies.
A virtual book launch and panel discussion on the theme ‘AI-Driven Marketing for a Smarter, More Sustainable Future’, will be held on 12 June 2025 at 7:00 PM IST, featuring conversations among the authors. The event will be livestreamed via Zoom and YouTube.
To register, please visit: https://pearson.zoom.us/webinar/register/WN_8LNHSLgVSVik3-61imocJA#/registration
The livestream of the event will be available on YouTube, HERE.
The edition stands out for its integration of India-specific brand narratives, ranging from legacy businesses to emerging startups, alongside global frameworks. Brands featured include Asian Paints, Bajaj, Bandhan Bank, bigbasket, Biocon, Cadbury, Eureka Forbes, FabIndia, Fevicol, Flipkart, HDFC Bank, Infosys, JSW Paints, Kaya Clinic, Mahindra, Maruti Suzuki, PaperBoat, PayTM, Plaeto Shoes, Reliance Jio, SBI Yono, Taj Hotels, Tata Motors, Tanishq, Tata Trusts, Titan, TCS, Wipro, and many more. New-age firms such as Ather Energy, cult.fit, Lenskart, and udaan have also been featured.
Key themes include:
- Global and Indian perspectives reflecting diverse market dynamics and business strategies across economies.
- Focus on digital transformation with updated content on digital marketing, social media, e-commerce, and emerging technologies like ai and big data in marketing decision-making.
- Insights into consumer behavior including modern consumer psychology, engagement patterns, and personalized marketing, especially in the digital age.
- Analytical tools like customer lifetime value (CLV), segmentation, positioning models, and marketing ROI metrics.
- Discussion on new-age business models covering startups, platform businesses, and D2C models, along with how traditional businesses are evolving.