MAM
Pearson to release Ramesh Kumar’s book on marketing
BANGALORE: Education book publisher Pearson Education (Pearson) will be releasing Dr S Ramesh Kumar‘s‘Case Studies in Marketing Management‘ in Bangalore tomorrow. A paperback edition of the 392 pages book costs Rs 450.
Case Studies in Marketing Management is meant for postgraduate students of management with a specialisation in marketing.
Amongst the 25 case studies are included Shanghai Jahwa: Liushen Shower Cream (A); Hyundai Car‘s Marketing Strategy; ITC in Rural India; Cineplex Entertainment: The Loyalty Program; Super Shampoo Products and the Indian Mass Market; Shoppers Stop: Targeting the Young; The Wii: Nintendo‘s Video Game Revolution; Shiny Provision Store: Retailing Challenges in the Indian Context; The Brand in the Hand: Mobile Marketing at Adidas; Nike Inc: Developing an Effective Public Relations Strategy; and Dabur India: Globalisation among others.
Pearson says that Indian business schools have suffered a dearth of Indian cases, especially ones that offer consumer insights that challenge students. This book is meant to fill the lacuna with a number of real-life cases on the Indian context, allowing students to appreciate and compare the different challenges that marketers face in the emerging Indian scenario.
Further, Pearson says that several cases have been drawn from the renowned Ivey Business Case collection in discussion with Prof. Paul Beamish, based on his intricate understanding of the emerging markets, and the editor‘s rich academic experience with regard to the Indian context. The cases were selected specifically to blend theory with practice, with a difficulty level that encourages effective comprehension of the issues involved. The Indian cases added to the collection are meant to illustrate the finer aspects that a management student needs to be aware of while dealing with the Indian context.
Kumar, a Professor of Marketing at the Indian Institute of Management Bangalore (IIM-B), has academic and industry experience of over 30 years and has authored eight books on marketing and consumer behavior – this includes co-authored book with Leon Schiffman and Leslie Kanuk who are some of the pioneers in the field of consumer behavior, and has published in several journals that are reputed for their academic rigor and practical relevance. He was awarded the ICFAI Best Teacher Award by the Association of Management Schools.
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Abhay Duggal joins JioStar as director of Hindi GEC ad sales
The streaming giant brings in a seasoned revenue hand as the battle for Hindi television advertising heats up
MUMBAI: Abhay Duggal has a new desk, and JioStar has a new weapon. The media and entertainment veteran has joined JioStar as director of entertainment ad sales for Hindi general entertainment channels, adding 17 years of hard-won revenue experience to one of India’s most powerful broadcasting operations.
Duggal is no stranger to big portfolios or bruising markets. Before joining JioStar, he spent a brief stint at Republic World as deputy general manager and north regional head for ad sales. Before that, he put in three years at Enterr10 Television, where he ran the north region for Dangal TV and Dangal 2, two of India’s leading free-to-air Hindi channels. The north alone accounted for more than 50 per cent of total channel revenue on his watch, a number that tends to get attention in any sales meeting.
His longest stint was at Zee Entertainment Enterprises, where he spent over six years rising to associate director of sales. There he commanded the Hindi movies cluster across seven channels, owned more than half of north India’s revenue across flagship properties including Zee TV and &TV, and closed marquee sponsorships across the Indian Premier League, Zee Rishtey Awards and Dance India Dance. He also handled monetisation for the English movies and entertainment cluster and the global news channel WION, a portfolio that would stretch most sales teams twice his size.
Earlier in his career Duggal closed what was then a Rs 3 crore single deal at Reliance Broadcast Network, one of the largest in Indian radio at the time, before that he helped launch and monetise JAINHITS, India’s first HITS-based cable and satellite platform.
His edge, by his own account, lies in marrying data and instinct: translating audience trends, inventory signals and client demands into long-term partnerships built on cost-per-rating-point discipline rather than short-term deal chasing. In a media landscape being reshaped by streaming, fragmented attention and AI-driven advertising, that kind of rigour is increasingly rare and increasingly valuable.
JioStar, which blends the scale of Reliance’s Jio platform with the content firepower of Star, is doubling down on its advertising business at precisely the moment the Hindi GEC market is getting more competitive. Bringing in someone who has spent nearly two decades doing exactly this, across some of India’s most watched channels, is a pointed statement of intent. Duggal has spent his career turning audiences into revenue. JioStar is clearly betting he can do it again, and bigger.
