The Indian School of Business (ISB) hosted Dipak Jain, the INSEAD Chaired Professor of Marketing, as the Guest of Honour to launch a book - Managing Marketing: An Applied Approach & The Marketing Toolkit on Wednesday. The book is authored by Siddharth Shekhar Singh, a Professor at ISB, and Noel Capon, Professor at the Graduate School of Business, Columbia University.

A global thought leader in customer relationship management, Singh is Director of Fellow Programme in Management and Associate Professor of Marketing at ISB.

Capon on the other hand is the R. C. Kopf, Professor of International Marketing and past Chair of the Marketing Division, Graduate School of Business, Columbia University. He has taught at top institutions like Harvard Business School, Manchester Business School, INSEAD, and HKUST.

The book was launched by Jain in the presence of Ajit Rangnekar, Dean, ISB; Vikas Gupta, Managing Director, Wiley India; and faculty members from ISB and other institutions in Hyderabad.

Published by Wiley India, the set of two titles Managing Marketing: An Applied Approach & The Marketing Toolkit is a hybrid version with a print copy along with access to an online repository of free simulations, videos, case studies and useful links. The books will help marketing professionals as well as students of marketing gain practical and latest insights into decision making, developing and implementing a market strategy, and manage the marketing process. It has a strong India focus and is in sync with the current developments.

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