
Marketing is one of the most sought after fields today. Dr. Ramaswamy, author of our bestselling textbook Marketing Management: Indian Context Global Perspective, SIXTH EDITION published by SAGE, shares his views on what makes the students say “I'm lovin' marketing”.
'While agreeing
to contribute to this Blog, I had
failed to notice that the request had come with a stringent limit on word-count.
I am used to writing books of 5 lakh words! Me, to write something within 350 words?
No chance, used as I am for elaboration, not condensing. But, it had to be
done. I picked a “mini-feature” of this book and wrote this “mini-blog” on it! The
“mini-cases” in the book is the “mini-feature” I am referring to, and this “mini
blog” is on this mini-feature.'
-Dr. Ramaswamy
Marketing books must make students say, “I'm lovin' marketing”.
They must render teaching and
learning of marketing so
interesting. It is heartening that our recent book has made students say, “I'm lovin' marketing”.
The “Mini-Cases” does the trick
The “mini-cases” in
the book is the main inducement
for
students to hail, “I'm lovin' marketing” while
studying marketing through this book. The feedback from students and instructors confirm this. Some samples:
“I felt I
have read a marketing book of an exceptionally high standard. The mini-Cases have greatly
contributed to this outcome”.
“The mini-Cases bring in
practical insight on the best practices of marketing”.
“The mini-Cases glitter as stars”.
“The mini-Cases help
the book distinguish itself from all other marketing textbooks”.
Why did we decide to bring
in the “Mini-Cases” in the first place?
While developing this book, my co-author and I made one cardinal
decision viz, every concept/strategy/technique of marketing discussed must be supported
by examples/Cases. The space-limitation stopped us from bringing in lengthy
Case-studies; we could not have
accommodated even 4/5 of such Case-studies,
whereas we needed around 30 to cover all the topics. The “Mini-Case” was the answer.
It offered another advantage too. We could adopt
the time-honoured “Indian technique of teaching through story-telling”. Our
“mini-cases” are actually stories on the experiences and practices of
Indian as well as global companies. Again,
the stories are self-contained and do not
need hours of class discussions by students for decoding.
Let me say, “ Oh ‘Mini-Cases!
Thank you for making this book a
most-loved text on the subject.
You can checkout the 5-star rated book here!
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