The Practice Of Marketing:Science Or Superstition

Shyamal Ghose's basic propostion is that marketing will evolve into a science. The compulsions of competition will force companies to transform their marketing practices from the current subjective enterprise. The IT revolution has now made it practical to do marketing science. But there is a problem?most marketing managers or product managers (including those with an engineering/MBA background) are not familiar with the disciplines of doing quantitative scientific work, not having been exposed to the insightful models that are coming out of the marketing academia, which are usually presented in inaccessible technical language. Thus there is a growing chasm between the marketing academia and marketing practice. The book tries, in a small way, to bridge this chasm. The principles of science and the marketing models have been described in non-technical language. The intention is to give marketing managers and product managers a conceptual understanding of the models, which they can then use in their jobs, with the help of the powerful software that is now available for operationalising them. About The Author: Shyamal Ghose has worked with major multinationals like Esso, Unilever, Beechum and Reckitt & Coleman, and has been associated with internationally famous brands like Surf, Dettol, Horlicks and Michelin. In 1992 he established Market Modellers Pvt Ltd in Singapore, a company that provides marketing science services. He has lectured widely in management schools and training seminars, and is the author and conductor of Brand War, a marketing science training seminar based on a computer-simulation marketing game. R. Gopalkrishnan joined Tata Sons in 1998 after thirty-one years with Hindustan Lever. He is executive director of Tata Sons Ltd, chairman of Rallis India, vice chairman of Tata Chemicals and director of several Tata companies, among them Tata Motors, Tata Power and Tata Teleservices.