 Kotler launches marketing textbook
Marketing guru Philip Kotler launched the 12th edition of his marketing textbook 'Marketing Management - A South Asian Perspective' in Chennai, July 17, 2006.
Kotler, on the advisory board of the Great Lakes Institute of Management, Chennai, founded by Bala V. Balachandran, has had a long association with India. He had focused on the agricultural economy of India for his Ph.D. thesis in economics.
Speaking at the launch, which coincided with his 75th birthday, Kotler said, “The American version was quite successful here. The 12th edition is thoroughly Indianised, yet global. We have taken adaptations of the American model and applied them to the marketing environment and the socio-economic patterns in India. I’m thrilled to launch this book. My co-authors already want a second edition on the South Asian Perspective.”
The book, published by Pearson Education, has been co-authored by Prof Kevin Lane, and given an Indian slant by Prof Abraham Koshy of IIM-A and Prof Mithileshwar Jha of
IIM-B.
Kotler said, “Marketing as a tool is under-utilised in its potential in India and worldwide. It has to be seen as a strategic function that looks three years ahead.”
He added that he found “the Indian economy highly entrepreneurial”. The 'dabbawaalas' of Mumbai and the innovation of cigarettes being sold in singles (due to the lack of affordability to buy an entire pack), particularly intrigued him.
He said only players using aggressive new marketing techniques "stood a chance,” in today's world.
The new marketing techniques he advocated are:
Guerilla Marketing – hitting the street and capturing the attention of end users;
Product Placement – placing products in movies, appearing at a prime time popular talk show to market yourself, and festival marketing;
Ideating – out of the box thinking or being off-beat can help score a few brownie points with one’s customers;
Traditional Techniques – PR, advertising, telemarketing, direct marketing coupled with use of the Internet for e-marketing, etc., factored into work could be an effective success formula.
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