A dog eat dog-food world by Suresh Chandrasekaran is, as claimed by the blurb, a hilarious pseudo-history of marketing management. That’s an apt summing-up of the book. In fact, the tagline could be made better by adding the word ‘satire’. From tearing down self-aggrandizement of the corporate realm to scoring some bull’s eye hits with humor, this book does it all.
The beginning of the book was rather non-traditional, but in time, you learn to appreciate the italicized introduction to the episodic narration. The story follows a build-up and the final curtain is provided by the allusion which leaves things on an accelerated path. Thus, the pace of the tale as well as that of the narrative is well maintained to the end.
I really enjoyed reading this book. The mockery, the home truths interspersed in the between and the uncanny accurate characterization enrolls you into the humor and makes you appreciate the writing acumen of the author. Underlying it all, is the running theme of what money making means and how businesses are made, not by the utility of their product, but by playing on the psyche of the consumers. In today’s world, that is a fact we have to grasp and maybe even to fight in this money dominated society. It answers the uncomfortable questions like why you consume foods you know are harmful to your health. Why you buy clothes you don’t need. Why you push your children so their achievements can become status symbols for you.
The ultimate line for me in the book was, when the lady asks her husband to buy the Persian cat: “We absolutely have to, James! We will manage somehow. Economise on something less important – like our food, maybe.”
Can our sense of importance grow to such an extent that it overcomes the basic needs? I think it’s a very legit question from the author for today’s times. Let’s hope consumerism doesn’t grow to such an extent in reality as it is shown in pseudohistory!
I give this book five stars. In the initial pages you will find some comparisons rather literary but these are not less enjoyable for being that.
Read it for a witty, well grounded look at the reality of marketing management.
I received a free copy of the book in exchange for an honest review.