Overview

Mastering Marketing Skills: A Leadership Guide for Global Managers is a comprehensive, practice-driven guide designed for today's business leaders and aspiring managers who seek to excel in the dynamic world of marketing. Written by Varadarajan Pattammal, this book bridges the gap between academic theory and practical application, making it an invaluable resource for global professionals navigating competitive markets. The book addresses the urgent need for Anglo-Saxon, Asian, and American corporate leaders to develop a deep understanding of marketing skills that go beyond promotional tactics. It positions marketing as a core leadership competence that drives organizational growth, strategic alignment, and innovation. Drawing from both global best practices and Indian market realities, the author presents a truly international perspective. Each chapter focuses on a distinct marketing competency-ranging from market research, strategic planning, brand management, and digital proficiency to content creation, customer relationship management, sales alignment, communication, project management, and adaptability with innovation. The modular structure allows readers to build mastery step by step or deep dive into specific areas as needed. Unlike conventional marketing texts, this book emphasizes hands-on learning. It integrates case studies, assignments, group projects, simulations, and management games that reflect real-world business challenges. Readers are encouraged to practice critical thinking, apply research methods, design strategies, and test marketing concepts in both global and Indian contexts. By doing so, managers learn not just to ""know"" marketing skills, but to ""apply"" them effectively. The book also includes global case examples-from Procter & Gamble's consumer research and Toyota's customer-centric innovation to Alibaba's digital dominance and Natura's sustainability-led branding-alongside Indian success stories such as Amul's taste-driven expansion, Tata Motors' strategic positioning, Patanjali's Ayurvedic disruption, Flipkart's e-commerce evolution, and Ola's data-driven growth. These diverse examples illustrate how marketing is influenced by culture, technology, consumer behavior, and industry trends. Furthermore, Mastering Marketing Skills highlights the leadership dimension of marketing. It shows how skills in communication, adaptability, and innovation empower managers to inspire teams, engage customers, and build resilient organizations. By positioning marketing as both an analytical science and a creative art, the book equips readers to handle global challenges while staying grounded in local realities. Whether you are a student of business, a mid-career professional, or a senior executive, this book will serve as a workbook, reference guide, and leadership manual. It is equally suitable for corporate training programs, business schools, and consulting projects. Ultimately, this guide inspires readers to view marketing not as a departmental function, but as a strategic leadership skill-a tool to create value, foster innovation, and build sustainable global enterprises in a rapidly changing world.

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