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 earlier books and combined it with their latest understanding and cases.  This has served to enhance the content and put it in the readers’ current context. 

It is common knowledge that keeping pace with the growing application of marketing requires a novel approach. With new ideas and nuances being discovered every day, it has become a real challenge for marketers and students of marketing to keep up to date on important contemporary marketing concepts. Given its unique approach and thoughtful curation, this book presents readers with diversity of perspectives along with a unique depth of thinking.

• Marketing Theory
• Marketing Concepts
• Marketing Applications
• Marketing Wisdom
• Marketing Principles
• Brand Relevance
• Social Marketing

“With Marketing Wisdom, Kartik Kompella has created an invaluable resource by tapping into some of the smartest and most experienced marketers around for insights and advice on the most critically important marketing topics today. Informative and inspiring, it belongs on every thoughtful marketer’s bookshelf – ideally within close reach!”

- Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College

“How better to distill the wisdom of leading thinkers on marketing than to ask award-winning authors to capture the essence of their thinking in a tight chapter. The result is a rich and rewarding source of ideas, concepts and insights into the fluid world of marketing. A valuable addition to the libraries of thoughtful marketers.”

- Professor George S. Day is the Geoffrey T. Boisi Professor Emeritus at the Wharton School of the University of Pennsylvania. 

"Very helpful compilation of basic and advanced thinking about marketing, a great resource for both practitioners and scholars"

- John A. Quelch, Dean, School of Business Administration, University of Miami

"This anthology is a must read and I truly enjoyed Philip Kotler's article on how positioning and differentiation can help brands deeply engage citizens"

- Prof. Diana Derval, author of "Designing Luxury Brands: The Science of Pleasing Customers' Senses" 

• Purposeful Brands, Bengaluru, India

  Kartikeya Kompella

Kartik Kompella is the founder of Purposeful Brands, a brand consultancy based in India. He has run a column on Interbrand’s portal for nearly five years, and is a regular contributor of papers to WARC. Kartik has spoken at several international conferences on subjects as varied as Market Research, Cause Related Marketing (CRM) and Cause Related Branding. He has 26 years experience in advertising, CRM, brand consulting and marketing and wrote the books Building Brands Building Meaning & Applying The Branding Iron. He has edited two books on branding: ‘The Definitive Book of Branding’ (2014) and ‘The Brand Challenge’ (with Kogan Page, 2014). 

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