Business education in Pakistan is not much different from universities in North America. Largely the same course materials are employed. The likes of Kotler, Samuelson, Brigham and Lipsey are household names for students across the globe.
Lacking, however, were textbooks that brought regional perspective to the classroom. In a recently launched book, Principles of Marketing: A South Asian Perspective, Dr Ehsan ul Haque along with Phillip Kotler - a legend in marketing education - take a step towards bridging that gap.
The LUMS professor has conducted extensive research on the Indian, Pakistani, Bangladeshi and Sri Lankan markets and offers cases from companies from these markets. The dynamics of businesses vary significantly from North America to South Asia, and so case studies from these markets provide healthy perspective to students.
"Students will be able to better relate the market with cases that are relevant in their lives. I feel the book will definitely add value to business education", a recent business graduate told BR Research,
Much has been made about the difference between industry and academia. Educators cite the hesitance of companies in sharing information to be published as research cases for academic institutions.
Dr Haques painstaking efforts have resulted in real marketing studies from companies as diverse as Kingfisher Airlines in India to Mobilink in Pakistan among many others. The textbook also cites innovative marketing campaigns that will enable students to get a firm grip on market moving campaigns before stepping into the workplace.
The thirteenth edition of the book incorporates sections on the use of technology - social media, blogging are being used to transform marketing towards a two-way dialogue to create a value for customers and companies alike.
Interestingly, quantitative aspects of marketing, which are steadily gaining steam as a way to measure return on campaigns has been accorded a special section in the book. Keeping in view the integrative approach to business, measurability in marketing will place it on a level playing field with the
umber-oriented functions in business.
The publication has drawn acclaim from distinguished professors at home and from the region. We need many more such books with a Pakistani context. I will definitely use the 20 Pakistan specific cases in my teaching, said Yasmin Zafar, Chairperson Marketing at IBA.
Hopefully this will be the first drop in the buckets as other academics will find encouragement and start publishing high quality textbooks with a regional perspective which can be used in university education