The Indian School of Business (ISB), in association with leading publishing house, Wiley India organised the launch of a first of its kind book on Marketing on August 13, 2014 at the School’s Hyderabad campus.
 
Professor Dipak Jain, the INSEAD Chaired Professor of Marketing, former dean of INSEAD and the Kellogg School at Northwestern University was the Guest of Honour at the book launch. The book published by Wiley India was launched by Professor Jain in the presence of Ajit Rangnekar, Dean, ISB, Vikas Gupta, Managing Director, Wiley India, Paras Bansal, Executive Publisher, Wiley India, faculty members from the ISB and other institutions in Hyderabad and students. The launch was followed by a panel discussion by leading faculty, researchers and invitees on the topic, “Marketing education in evolving times”.
 
The first of its kind book on Marketing is authored by Professor Siddharth Shekhar Singh, Director of Fellow Programme in Management and Associate Professor of Marketing at the ISB and Professor Noel Capon, R. C. KOPF Professor of International Marketing and past Chair of the Marketing Division, Graduate School of Business, Columbia University.
 
The set comprises two titles - Managing Marketing: An Applied Approach and The Marketing Toolkit. The books come as a hybrid version, whereby readers can peruse the print copy and also access a vast online repository of free simulations, videos, case studies, comprehensive assessment tools and other useful links.
 
The books will help marketing professionals and students of marketing gain practical and latest insights into decision making, developing and implementing market strategies, and managing the marketing process. It will also be a ready compendium on Marketing for instructors in the discipline. The volume has a strong India focus and integrates the most current developments in the marketing and business domains.