Arindam Banerjee

This book is an ideal compendium for practitioners/management students to review and revise effective business philosophy along with a strong theoretical underpinning. Written in a no nonsense style, it avoids acronyms and depicts management principles in a lucid manner. Worth reading it over and over to sustain clarity in managerial acumen and ability to support better decision making. The book provides depth of detail and at the same time is able to offer an integrated view of the decision-making process in organizations.

Arindam Banerjee is a Professor of Marketing at the Indian Institute of Management Ahmedabad. he teaches Marketing Strategy and Marketing Analytics to MBA students at the institute. Previously he has worked as a Management / Marketing Consultant in the BFSI and FMCG sectors in the United States. He has also helped in building / mentoring offshore Analytics operations of MNC Banks in India. He has been a past employee at AC Nielsen Corp. (US operations) and Mitchell Madison Group in Chicago.

Tanushri Banerjee is an Associate Professor of Information Sciences at Pandit Deendayal Energy University Gandhinagar, Gujarat. She teaches courses in Digital Business, Management Information Systems, Analytics and offers a simulation based module on Marketing Strategy in the MBA program. Previously, she has worked for the Duke Corporate Education (Duke University – IIMA collaboration) where she has been a primary member in designing, managing and offering corporate education to multinational companies across Asia, Europe and the United States. Earlier, she was also a group member of the Corporate Information Systems team at Abbott Laboratories, Chicago.