New recruits who join the Marketing Department face a strange problem. They learn a lot of concepts – branding, segmentation, positioning, decision trees, competitive advantage, etc. – but find that they know very little about their own actual role, and what they are expected to do in an organization.
This book fills the gap between what you learn in college and what you actually do in office. It explains the major concepts of marketing management in a friendly, easy-to-understand manner; and gives practical tips to make the transition from a ‘college student’ to a ‘marketing professional’ much easier.
"This is a relevant guide for someone beginning a marketing career. The free-flowing style and lucid explanations make it an insightful read for the young professionals.”
Harsh Mariwala, CMD, Marico Ltd
“Management students are traditionally introduced to the topics of Sales and Marketing in a disjointed & incoherent manner, usually taught by different faculty members. Ketan has marvelously attempted to create a unified framework for the different components of Marketing and Sales in a smooth yet down-to-earth story format. This book would be extremely useful for fresh recruits in Marketing or Sales. It will also be valuable for in-company Management Development Programmes for non-Marketing and Sales personnel."
Boman Moradian, Management Consultant & Visiting Faculty at JBIMS
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