Director, Institute of Business Administration, Dr Ishrat Hussain has said that more success stories should be included in the marketing management's books so Pakistani marketers can learn and apply more diverse ideas and marketing strategies.
He expressed these views while addressing the launching ceremony of a book "Principles of Marketing, A South Asian Perspective," co-authored by marketing guru, Kotler and Professor of Lahore University of Management Sciences (LUMS), Ehsan-ul-Haque organised by Marketing Association of Pakistan (MAP) here at a local hotel on Thursday.
Ishrat Hussain, who was chief guest of the ceremony, said that learning should not be confined to boundaries, as the success stories in the book have been presented in South Asian context. He underlined the need to included successes stories from multicultural and different areas so the Pakistani marketer could be familiar with vast every kind of marketing strategies in the world.
He said that they should learn and adopt marketing strategies from rest of the world. Praising the book, he said the book was very entice and gave real world examples. "Marketers are usually not aware of success stories and I am pleased to know that 20 examples from Pakistan has been included in the book," he added. He commended Professor Ehsan-ul-Haq for co-authoring the book.
Dr Ishrat Hussain criticised media for what he said spreading cynicism and negativity, adding that Indian media portray its country very positively, describing it as shining & rising India. No country can progress in cynicism and negativism, he opined.
He lauded the performance of Engro Food. The guest of honour, Ehsan-ul-Haq, on the occasion said when he was an engineering student he thought many times why they used to hear about the Indian & US book writers. He said that his father used to say him to write book and his dream come true now in shape of the book.
He thanked Humayun Ansari, Moazzam Qadri and MAP for helping them to bring out the book. He too criticised the role of media in Pakistan for unnecessarily highlighting negative stories. Ehsan-ul-Haq said that hopefully his next book would contain another 200 success stories.
Vice President Engro Foods, Ali Akbar, gave a presentation about his organisation's performance. Akbar announced that within next six to eight weeks they would be announcing operation outside Pakistan. President MAP Masood Hashmi said that the first time in the history of MAP book launching ceremony was organised. He thanked Director IBA and others for attending the programme.