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Former Director-Marketing at ITC, Satish Mehta, authors book on marketing

04-January-2008
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Former Director-Marketing at ITC, Satish Mehta, authors book on marketing

Satish Mehta, former Director-Marketing at ITC Ltd, launched his first book ‘Marketing to Win’. Piyush Pandey, Executive Chairman and NCD, O&M, was the chief guest and Arunditya Sahay, Professor and Head, Strategic Management and Chairman, Centre of Entrepreneurship, was the guest speaker at the book launch. The event was attended by stalwarts like Tripti Pandey, tourism and culture specialist and author of ‘Puskar’, ‘Where Silence Sings’ and ‘Rajasthan’s Silver Jewellery’; Sonal Dabral, Regional Executive Creative Director-Asia Pacific and India Chairman, Bates David Enterprise; and Prasoon Pandey, Director, Corcoise Films Pvt. Ltd, among others.

‘Marketing to Win’ focuses on what it takes to practice real-time marketing and manage unpredictable events while pursuing long-term goals of the organisation. The book explores various dimensions of marketing, the real competitive scenarios tracking economic changes and socio-cultural trends that help to understand the existing marketing strategies.

Mehta said, “This book is about my experience in the field of marketing; it also illustrates the real-time battle fought in the marketing arena, the different campaigns and innovations I initiated for companies that I have worked with. In my entire marketing career, I have met many people, but there are seven of them whom I consider my mentors – they have inspired me to achieve success, to build confidence, to think fast, to form the winning team, taught me the art of being tactful and to be an intuitive strategist.”

Commenting on the book, Prof. Sahay said, “The book is a result of a lot of experience and in-depth knowledge, highlighting the geography and history of strategy and tactics in marketing. Satish Mehta’s narration of his experience is a pleasant reading, akin to a novel. The only thing I do not agree is his idea that that low level of diffidence is better than over confidence. But I believe over confidence is more important with courage and surprise.”

Pandey said, “This book tells the reader about Satish Mehta’s observation and understanding of marketing; it reflects a career of passion. For a man like me who is not into reading, I managed to finish the book in one sitting and enjoyed it. It is easier to make a 30-second ad film than to write a 350-page book.”

Mehta has 40 years of experience in management and marketing. Besides ITC Ltd, he has also worked with Feelwiser Interactive Services as Managing Executive, as well as been Director at Bennett, Coleman & Co. Ltd. He has also been associated with the introduction and development of several new products and marketing strategies, including the launch of cigarette brand ‘Classic’, media brands ‘The Independent’ and ‘Brand Equity’. He developed the entire brand line for Surya Tobacco, Nepal, which is now a market leader. During his term with The Times of India, Mehta initiated a customer-oriented structure and spearheaded the founding of the ‘Times School of Marketing’.

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