It was that time of the year again when I hopped from one site to another to get my hands on something new and interesting to read. Normally my interests are glued to fiction but once in a while I face this ardent craving for something that will add on to my knowledge base. Getting your know-how amped up with textual references is something way out of my genre. I believe that more you engage yourself into something that is as mundane as getting restricted within the contents of a text book; the more you lose your interest upon exploring knowledge. So here I was going through the pages of Flipkart and Amazon when I came across a name that sounded very familiar to me.
Mohit Jain, it was, again!
Yes, this author impressed me thoroughly with his debutant venture in “Four Corners of the CIRCLE”. I remember getting super impressed with his book for which I also wrote a review. So when I got access to “J.U.I.C.E” (Join us in creating education) his second endeavor, I could not keep my hands off from it. This book promised to be different as well. Mr. Mohit Jain this time along brought for us the combination of the most popular management theories narrated in the most unusual manner.
“J.U.I.C.E” is particularly a book written on the most important theories of management. These theories are generally a part of regular curriculums in any of the management courses. The book is an unusual blend of theories on marketing and economics. It includes five theories for each of the section. Well, but hold on to your breath because unlike many of its contemporaries “J.U.I.C.E” doesn’t sum up the core principles of management and concepts of economics in a theoretical manner. The author took his time to pen down something that was different and yes I may say that amidst the bitter flavours of medicine-like texts Mohit Jain’s “J.U.I.C.E” brings across a tangy flavour to delight our taste buds.
What is more important? Imparting education or preaching knowledge? Difficult question to answer isn’t it? But if I may say it is most important to preach knowledge by imparting education, doesn’t it sound more correct? Mohit Jain’s approach to “J.U.I.C.E” was quite the same. He took his chance and worked out his way to narrate the theories and concepts most important in management rather than trying to preach textual references that is already available god knows in how many books. We all enjoy reading and listening to stories. Don’t we? So, this brings me back to saying the author narrated the theories in this book.
“J.U.I.C.E” is basically a story book. The most intriguing and interesting concepts of management and economics are explained by the help of small and beautiful stories in this book. When I read the very first chapter of this book, “Direct Marketing” I understood that the author didn’t intend to showcase the extend of knowledge and understanding of the subject that he has, which is very common in other academic books, rather he intended to help students learn these concepts in the simplest ways possible. For this chapter the author narrated the tale of his journey as a Management Trainee in Direct Marketing. The importance of practical work field and real world knowledge has been traced upon in the first chapter.
Mohit Jain’s cognitive approach and prudent demeanor helped him to look beyond the text books and explore the reality of the concepts in the actual world. He dint accept to stay within a confined class-room and this book is the testament of his drive to achieve excellence in the field of academics but in a complete different style. From the concepts of the Marketing Mix where he introduced 4Ds instead of 4Ps will truly make management studies all the more fun and real for the students. Not only students, but also nomads like me who loves to travel to routes unknown. “Do, Dekho, Dikhao, Disha” – this is how Mr. Jain emancipated the 4P’s of Marketing in his own unique way. Rural Marketing Mix, Traits of a Salesman and In Search of Brand Identity are other chapters where he focused the core concepts of management in his signature style.
The book also had a section dedicated to explain the concept of Economics as well. The author highlighted the basics such as what is Economics, Central Problems, Advertising, etc in the book. In the 7th chapter of the book the author brought into limelight the most amazing concept of learning the basics of economics from your mother. He explains it all how your mother is definitely one of the best economists that you can ever come across. She has the perfect knowledge about where to invest and where not to invest. In words of Mohit Jain, “She is the real hero as she always manages to gain 100% profit and 0% loss.”
Truly speaking I can go on and on about this book because never before “J.U.I.C.E” did I ever come across a text book that is so interesting as well as so educative. While I was browsing through the pages of the internet I dint expect to come across something like this. What I was looking for was a book of interesting concepts and something that I could tolerate. But what I came across instead was most wonderful and amazing. Not only did I stock up my knowledge base with most important concepts of management and economics but I am totally geared up to impart what I got to know from the book as well. Truly the book is indeed composed of the most delectable flavors of management.