Marketing Wisdom
This book represents the work of some of the contemporary world leaders in marketing. The contributors are authors of a set of path-breaking books on marketing. To ensure sufficient depth of coverage, the contributors have taken the essence of their earli
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Kartikeya Kompella Editor
Marketing Wisdom
Management for Professionals
The Springer series Management for Professionals comprises high-level business and management books for executives. The authors are experienced business professionals and renowned professors who combine scientific background, best practice, and entrepreneurial vision to provide powerful insights into how to achieve business excellence.
More information about this series at http://www.springer.com/series/10101
Kartikeya Kompella Editor
Marketing Wisdom
123
Editor Kartikeya Kompella Purposeful Brands Bengaluru, Karnataka, India
ISSN 2192-8096 ISSN 2192-810X (electronic) Management for Professionals ISBN 978-981-10-7723-4 ISBN 978-981-10-7724-1 (eBook) https://doi.org/10.1007/978-981-10-7724-1 Library of Congress Control Number: 2018950196 © Springer Nature Singapore Pte Ltd. 2019 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. The publisher remains neutral with regard to jurisdictional claims in published maps and institutional affiliations. This Springer imprint is published by the registered company Springer Nature Singapore Pte Ltd. The registered company address is: 152 Beach Road, #21-01/04 Gateway East, Singapore 189721, Singapore
To Vinitha & Mithya, you fill my life with joy!
Preface
Let me start with a confession. After being involved in four books on branding and one on marketing, the truth should be finally be told. When I joined my MBA 29 years ago, marketing was probably the last career I would have considered. Three insipid chapters into a marketing textbook, I was clear that marketing ranked well below a career in finance, HR and even public enterprise management. Then a good Samaritan, my classmate, Kamesh asked me to read “Principles of Marketing” by Philip Kotler, just for kicks. Two pages into the book, I was smitten. A month later, I read “Positioning” by Al Ries and Jack Trout, and my life changed forever. Twenty-seven years into a career that has covered advertising, CRM a
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