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A dog eat dog-food world by Suresh Chandrasekaran




                                                  Image courtesy : Amazon


Spike Fortune is a millionaire whose only worry in life is whether he will die before spending all his money. As a result, he calls up his doctor at odd hours complaining that he is about to die. Tired of Spike's tantrums, his doctor advises him to start business to spend all his money. Spike agrees to the doctors advise and asks Jerry Fortune to find a business for him. Jerry suggests Spike to start a business that will sell exclusive foods to dog. Spike starts a business and what happens afterwards is a hilarious take on marketing and humans around us.

The entire book is a satire on contemporary marketing techniques and pseudo history of marketing management. This book might have been a product if PG Wodehouse had chosen to write about marketing. Most of the lines of this book are quotable and hilarious. Though not a management student, I ended up knowing all the marketing jargons like Product differentiation, Indirect demand and others.

This book also serves as a mirror to the society as it describes on how human thoughts can be manipulated by the actions of people around us and on how corporates uses this weakness to exploit the common man.

One might end up learning more about marketing in just 94 pages than going over huge books and listening to boring lecturers.  At the end of the book, we will realize on how we have become victim of marketing gimmicks in our day to day lives.

Highly recommended, if you are looking for a light, short, hilarious and enjoyable book.

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