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Pearson to release Ramesh Kumar's book on marketing

BANGALORE: Education book publisher Pearson Education (Pearson) will be releasing Dr S Ramesh Kumar‘s‘Case Studies in Marketing Management‘ in Bangalore tomorrow. A paperback edition of the 392 pages book costs Rs 450.


Case Studies in Marketing Management is meant for postgraduate students of management with a specialisation in marketing.


Amongst the 25 case studies are included Shanghai Jahwa: Liushen Shower Cream (A); Hyundai Car‘s Marketing Strategy; ITC in Rural India; Cineplex Entertainment: The Loyalty Program; Super Shampoo Products and the Indian Mass Market; Shoppers Stop: Targeting the Young; The Wii: Nintendo‘s Video Game Revolution; Shiny Provision Store: Retailing Challenges in the Indian Context; The Brand in the Hand: Mobile Marketing at Adidas; Nike Inc: Developing an Effective Public Relations Strategy; and Dabur India: Globalisation among others.
 
Pearson says that Indian business schools have suffered a dearth of Indian cases, especially ones that offer consumer insights that challenge students. This book is meant to fill the lacuna with a number of real-life cases on the Indian context, allowing students to appreciate and compare the different challenges that marketers face in the emerging Indian scenario.


Further, Pearson says that several cases have been drawn from the renowned Ivey Business Case collection in discussion with Prof. Paul Beamish, based on his intricate understanding of the emerging markets, and the editor‘s rich academic experience with regard to the Indian context. The cases were selected specifically to blend theory with practice, with a difficulty level that encourages effective comprehension of the issues involved. The Indian cases added to the collection are meant to illustrate the finer aspects that a management student needs to be aware of while dealing with the Indian context.
 
Kumar, a Professor of Marketing at the Indian Institute of Management Bangalore (IIM-B), has academic and industry experience of over 30 years and has authored eight books on marketing and consumer behavior – this includes co-authored book with Leon Schiffman and Leslie Kanuk who are some of the pioneers in the field of consumer behavior, and has published in several journals that are reputed for their academic rigor and practical relevance. He was awarded the ICFAI Best Teacher Award by the Association of Management Schools.

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