Management Guru Arindam Chaudhuri Dean Business School IIPM
Amongst absolute glitz and glitterati, New Delhi saw the scintillating launch of one of the most relevant books on marketing, ‘Thorns to Competition’ jointly authored by Prof. Arindam Chaudhuri & Prof. Rajita Chaudhuri. The book was unveiled by the Badshah, the epitome of success and elegance personified – none other than Mr. Shah Rukh Khan in a magnificent ceremony. THORNS TO COMPETITION is an other valuable addition to the knowledge library from Prof Arindam Chaudhuri, after the grand success of his past best-selling books – The Great Indian Dream, Count Your Chickens Before The Hatch and Discover the Diamond in you – and Prof. Rajita Chaudhuri, a post-modernist marketing thinker and the Chief consulting Editor of 4Ps Business and Marketing. This book is an irreverent look at competition and wining in the marketplace! It’s an ultimate guide to modern-day and success.
Shahrukh Khan launches Arindam Chaudhuri and Rajita Chaudhuri's book Thorns to Competition
THORNS TO COMPETITION is a book which believes competition can not only be conquered, but even be smashed irreverently through the power of advertising and marketing. It’s a simple and relevant compilation stating that if you want to stay ahead, you need to understand the power of marketing and use it to win over your customers and overpower your competitors. This book will help the readers to master the power of marketing and succeed. With each principle of marketing, excellent examples have been incorporated in order to convey the essence of the book emphatically.
Rajita Chaudhuri and her book Thorns to Competition
Speaking about the book, Prof. Arindam Chaudhuri said, “The idea that we have tried to propagate with this books is that you cannot only win, but you can also win by having a ‘THORNS TO COMPETITION’ attitude. I passionately believe that the difference between success and failure is the attitude with which the market is approached. THORNS TO COMPETITION, apart from being attitude-driven, provides 6 concrete steps to mastering the art of marketing and winning in the market place.” He further elaborated upon his book’s chapter on statutory warning, where he reinforces the need for people to balance happiness in their personal lives while falling for an endless list of products being marketed to them, often by greedy and manipulative marketers.
Arindam Chaudhuri with his wife Rajita Chaudhuri
Prof. Rajita Chaudhuri, coauthor of the book said, “THORNS TO COMPETITION is a set of competition beating strategies! It showcases the selling mantra of modern times through the acronym T-H-O-R-N-S. At the centre, of course, lies the necessary condition of having a great product and all pervasive ethics.” She elaborated her point through many relevant examples, taking the audience through a journey starting from Mahatma Gandhi to Lady Gaga!
An avid reader and the megastar of the century, Shahrukh Khan added, “ I have always been a great believer of advertising and marketing. Arindam and Rajita’s book spells the mantra out in the clearest, still tongue-in-cheek manner.” As usual, his wit and charm left the audience spellbound. “I have never been able to understand why I became successful as a person in my field of work. I think that is the essence of this book, that you need sometimes very educated, good-minded, clear thinking people like Arindam & Rajita to tell you how success can happen,” he said.
Rajita Chaudhuri, Shahrukh Khan and Arindam Chaudhuri
SRK concluded by saying, “God bless this book that has taught me so much. If you want a simple understanding of not just marketing and advertising but also basic truths with amazing amount of examples, then this is a really great read. I am a voracious reader and I read everything that comes my way – and this book makes for a very interesting and fantastic read. Do give it a shot.” SRK also empathically stated, “Competition beware! I’m really gonna kick their butts after reading this book.”
Shahrukh Khan launches book Thorms to Competition
The launch of THORNS TO COMPETITION was one of the most affable and notable events in the recent times. The guest list comprised prominent personalities like Mr. Prabhu Chawla, Mr. R.K. Somany, Mr Subhinder Singh Prem, Mr Gurnam Arora, Mr. Pankaj Dubey, Mr Rajeev Chikara, Mr. Sanjay Dua, Mr Bhaskar Chatterjee, Mr. Ashwini Arora, Mr. Gangesh Khaitan, Mr. Ramesh Agarwal, and Mr. Amit Gupta amidst others.
The book, prices at Rs 395, is all colour and available already in shops across the country!
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