Ashwini Dubey's Site

Revisiting Kotler in COVID times!  Since I had more time than usual over the past 2 months, I thought of re-reading Kotler's Marketing Management, the Holy Grail of marketing for B-School students of my generation. This one belongs to my wife of when she did her MBA from IIFT in 2015. Reading this book today when I have almost 10 years of work experience, it gave me a whole new perspective. I felt I am in a better position today than I was over a decade ago in B-School to understand and make use of the strategies and concepts mentioned in the book. Back then, I was oblivious of t he market realities and organizational constraints which every marketer has to navigate. Today with 10 years of market experience in sales & marketing, I feel more comfortable in picking and choosing what I can effect and what I can't effect thereby deciding my strategy. It also gave me a fresh perspective on actions to be taken in times of economic hardships. I came across a few tit bits an...

What is satisfaction? How do you define it? How do you quantify it? And perhaps more importantly, how do you ensure it? I am currently with my 3rd organization with whom I have worked. Every one of these 3 are Indian organizations, I promised myself that I will work only with Indian firms. My belief was that Indian firms are not able to scale up and get to the level of other MNCs because all the best managers choose to work in Global MNCs (read companies headquartered abroad). Hence truly Indian firms are left behind with a choice of second rung talent. I vowed to change that. We all seem to speak of 'ensuring satisfaction' - of customers and employees - as Business leaders without really knowing how to quantify it. I have worked with leaders who quantify it in their own way - some with money earned, some with time spent 'at office', some with simply the amount the employee groans. Companies employ their own ways of gauging customer satisfaction and keep changing...