Cases on modern marketing: Exploring the essentials

I was delighted to be there when the book titled “Essentials of Modern Marketing” was launched recently. The key role played by Denzil Indrajith Perera, one of my MBA “learning partners”, in this regard, was indeed commendable. As a “non-marketer”, I enjoyed reading it and as a case-writer I saw the richness in it. Today’s column is an exploration of such essentials.

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The “Essentials of Modern Marketing (EOMM)” is a flagship marketing series by the “Knight of Marketing”, Prof. Philip Kotler. The Sri Lankan edition of it was officially launched in cooperation with Kotler Impact Inc. and Deyo Consultancy and Advisory, recently. As one solid step in Kotler’s series of country specific editions, 22 Sri Lankan cases have been included in this valued volume. According to Denzil who represents Kotler Impact in Sri Lanka and Maldives, this is a sure showcasing of 22 local brands in the global arena with needed recognition.

I, being a “non-marketer” see the value of this volume in multiple ways. It goes beyond the brand stories highlighting the caveats of case-based learning. Having coauthored a case-study collection titled, “PIM Cases in Management”, I saw the richness of a case in its resourceful nature of linking pertinent practices to profound theories. Denzil and his team have done the justice for 22 local brands in clearly and cleverly connecting them to apt marketing concepts.

As it is widely known, a case is an issue, or a theme centred description. It may contain a core issue/theme and peripheral issues/sub-themes. Such a case typically involves individuals, interactive teams and institutions alike. It also includes recommendations to solve key issues/sustaining success, etc. showing an effective way of learning by drawing insights. It may also include an analysis of a real-world business situation to develop solutions, outlining the practical execution plans for delivering and managing a project or initiative, including risks, monitoring, and governance.