Flagship Research Quarterly of the Indian School of Business (ISB). Find out more

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Past Issue • Jan-Mar 2015

Managing Marketing: An Applied Approach

“Managing Marketing: An Applied Approach” is a great book for anyone who has to put into action a well thought through marketing strategy – as to what, how, when and where to implement the marketing tools that a firm has at its disposal. This book is useful for all types of business managers – be it in the context of a startup, a new product launch or for established products marketing. The authors were able to bring together their rich expertise to clearly define marketing concepts and to develop and analyse their ideas well so that the reader is able to apply them in real-life situations. They cover almost every situational issue that may arise in a business dependent on solid and effective consumer marketing for its survival and growth.


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