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A dog eat dog-food world Kindle Edition
- Kindle Edition
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The tale only dogs the doings of Spike Fortune who only sought to feed dogs and Jerry Fortune who, being fortuneless, gets dragged helter-skelter by his uncle Spike’s careening pursuit of commercial success; Spike’s rival Tom Rich, who is unwillingly dragged into upstaging Spike and tries to do it by teasing the palates of cats, helped by the bumbling efforts of his nephew, Jasper Rich who would rather be chasing girls than chasing cats.
- LanguageEnglish
- Publication date31 October 2015
- File size345 KB
Product details
- ASIN : B017FSC28C
- Publisher : Suresh Chandrasekaran; 1st edition (31 October 2015)
- Language : English
- File size : 345 KB
- Simultaneous device usage : Unlimited
- Text-to-Speech : Enabled
- Screen Reader : Supported
- Enhanced typesetting : Enabled
- X-Ray : Not Enabled
- Word Wise : Enabled
- Print length : 90 pages
- Best Sellers Rank: #332,440 in Kindle Store (See Top 100 in Kindle Store)
- #2,972 in Humour (Kindle Store)
- #8,494 in Humour (Books)
- #62,525 in Literature & Fiction (Kindle Store)
- Customer Reviews:
About the author

Fiction has been an addiction but the need to make a living took Suresh through Chemical Engineering and a PGDM at IIM-Bangalore and, from thence, to a long 16 year stint in the area of finance with specific expertise in fertilizer subsidies at IFFCO and a further two years as consulting expert in the same area. That, in his words, about sums up the boring part of his life, except for the people he was privileged to meet.
Otherwise, he can be described as a mess of contradictions – a bookworm but avid trekker; alone but never lonely; enjoys solitude but loves company; lazy but a perfectionist, the litany is endless. Trekking, which side-tracked him from the writing for which he quit his job, is a major passion and he does, at least, one trek in the Himalayas every year in addition to numerous local treks.
Customer reviews

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Top reviews
Top reviews from India
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With my illegal activities having escaped the eye of the law and, more importantly, my father, I started reading this ill-acquired tome. Tome is probably the wrong word to use here, for ADEDFW is a sprightly nymph of a novella. Published by Fablery, ADEDFW’s bright yellow cover caught my eye, as did the cover image which had a dog and a cat sitting at a table placing their respective orders with a human waiter. Its blurb, as all good blurbs should, managed to convey what the book was about in very few words and pique my interest at the same time. After all, it is not every day that I managed to get my hands on a satirical pseudo-history of marketing (although now that I have the book, I probably can). The contents inside were just as quirky, and the author managed to, from the very onset, build a very clear outline for his story with impeccable language and interesting characters. There isn’t much I can say about the story that was not mentioned in the blurb without dishing out spoilers.
Or rather, I can. I can tell you of Spike Fortune, a hypochondriac whose only aim in life is to spend all the money his ancestors have earned, and how he, by the end of the story, transforms into a consummate businessman hell-bent on making more and more dogs eat his dog-food, whether they wanted to or not. I can write about how his fortuneless (haha!) nephew Jerry, who has never exercised a single grey cell in life, suddenly becomes the fount of revolutionary business ideas. I can extrapolate of the rivalry between Spike and Tom Rich, one of those simmering, amicable socially acceptable feuds which often have their roots in shared classrooms (Sharma-ji ka beta comes to mind when thinking of a middle-class example). We can discuss for hours how the society pushes an unwilling Tom into competing with Spike, and how their rivalry ends up altering the basic fabric of the society in this pseudo-historical world to such an extent that the reader is left wondering just how the author managed to make the leap in just 94 pages. I can tell you all this, and more, and none of it will make a damned bit of difference. Not. One. Bit.
See, this is where Suresh’s innate humour and storytelling ability come into the picture. Spike will not be Spike without Suresh’s expert hand guiding him through his journey from the deathbed to the treadmill of commercial success, Jerry will not have come up with a paradigm-changing idea of selling dog-food to dog owners had it not been for the author’s subtly pulling the threads behind the scenes, and the world would not have changed (for the better, one hopes. This is the inception of marketing we’re talking about, after all) without the delightful progression of events right up to the climax. Without reading the book, any retelling will be, at best, a boring, mundane affair, much like boiled dal without tadka. It is Suresh, with his effortless prose and near flawless execution, who adds various flavours to the mix. He, with the cunningness and guile of a seasoned (and marinated) veteran, makes you stack up all the dominoes, entering only to knock them all down once everything is in place and leave you wondering just how it was that he managed it.
Read the full review at [...]
After the second read, I sighed deeply winding down the last chapter as my thought took off on numerous tangents – both at a macro and micro level – philosophy of life in general, general principles of business, ethics of conducting business and more.
However, the first thought that hit me was the Murphy’s Law – ‘To err is human but to mess up something you need a computer.’ This holds good in every situation where ‘people’ are involved and manipulation is a given. More so, in the current world of – Dog Eat Dog Food World – as business for two people (Spike and Tom) turns into measuring their dicks to prove themselves in their ‘exclusive club houses.’
The author claims it to be a pseudo-history of marketing management but, the story unfolds like a flower in an environment where blooming depends grossly on the conditions suitable for it to reach full growth and maturity; very similar to how things change in a marketing world, when one maneuvers the odds to excel, where change is the only constant. An idea born takes its own course to either reach zenith of monetary benefits or escalates down to the nadir leading to discarding the idea. ‘Dog eat dog food world’ is one such journey of Spike Fortune and Tom Rich, where they constantly have to rediscover themselves and their strategies of conducting business, to stay ahead in the game. As the old adage goes – necessity is the mother (and father) of invention!
I am not going into the story as the blurb above does a substantially adequate job.
Now, there are a few things that definitely need an appreciation.
My heartfelt congratulations to C. Suresh for writing a brilliant satire. The read is seamless with magnificent flow and sleek choice of words. Also humor as a literary technique is under-explored and is definitely a welcome change (more so as it is difficult to pull off). Writing humor needs a special skill as it can reach the slap-stick kind if not handled well. Suresh did a commendable job.
I loved the fact that (although very slim) the book is rich – the human relations aspect, boss is always right angle, a resident genius that spins out theory more than practical solutions, general philosophy of life and business rivals trying to out-do each other were all done well. All these add to the lusciousness of the read.
Am sure different readers would take different things from the book and read more to deepen their understanding of things around them. That is the most noteworthy accomplishment for a budding author. Congratulations on pulling it off, effortlessly.
Here are some of my favorite parts that come to mind right away:
“You are not paid to think, Jerry! Just do as you are told.”
‘“D…D…Dog foods,” said Jerry, thereby creating the world’s first executive summary.”
“In all probability, the first businessman was a Neanderthal, selling special leaves to swaddle the baby in return for some mammoth-steak.”
“He had lost his girl to his rival. He would have to console himself with antiseptic and cotton.”
And my special, personal favorites –
“If God HAD to create stubborn mules, why did He have to make them look like humans?”
“Spike had a dizzy vision of himself, standing at the kerb, surrounded by a pack of yelping dogs and yelling – Dogs for sale! Dogs for sale!”
“How true it is that the more incomprehensible, yet seemingly impressive, your words were, the wiser you were thought to be!”
There are many more that are sure to draw a chuckle out of every reader. Mr. Suresh, you have a fan for life. I will follow your journey, cheering from the sidelines as you achieve literary growth and accolades.
My only contention is that it is a basic overview of marketing management and all the concepts are just scratched at the surface. If I need more information, I’ll have to pick another book to gain in depth knowledge and that according to me is unwelcome. Nevertheless, I thoroughly enjoyed the book.
Top reviews from other countries

This story is about business owners competing to out do each other in the sales of pet related products. This competitiveness creates a chain-reaction of shifts in societal behaviour. The humour spotlights the very real idiocy that goes on in companies but perhaps more importantly, it shines a light on what lengths businesses will go to in order to part you from your hard earned cash. The story highlights the manipulation of consumers through marketing, on an epic scale.
I enjoyed the animated characters and their insult slinging and sarcasm. The little paragraphs in italics that act as a summery of events are a nice touch.
A Dog Eat Dog-Food World has an Animal Farm flavour to it in regards to psychology and society but instead of it being depressing in its truth telling, the book is sprinkled with humour, yet no less shocking in its conclusions.
A solid 4 stars from me.

"Mr. Fortune" is bored; he inherited wealth and doesn't know how to spend it, and so spends his time in bed, imagining illnesses so he can spend money on a doctor. The doctor gives him an idea to start a business... and so starts the story, and the idea that changes history. Throughout this story, we are introduced in a fun way to how business ideas start, how a business grows through competition, novel ideas, meeting customer needs, market surveys... all in a rollicking, ridiculous, satirical story, interjected by the narrator who breaks through the fourth wall by speaking directly to us.
You can read this book in a night, and in fact, I'd advise it, because you won't put it down! It's insightful and fun. I can easily see this being used in business classes and seminars as a teaching tool and roundtable discussion piece. The wit reminds me of Oscar Wilde a bit, all poking fun at our own absurdities. I love a book with good writing, and the writing here is A+. Crisp, snappy, quick with many literary and mythological allegories that surprised me and that I relished. Well done!

With the piercing observation of the true writer, Chandrasekaran homes in on every ridiculous feature of our consumer culture. Caricature is not at all easy to do well; it is very difficult indeed to avoid overdoing it and descending into gross farce. It calls for great delicacy and precision in the writer, and in this case the call is not made in vain. Mr Chandrasekaran has, I believe, spent most of his working life in the world of industry and commerce, but one can only see that as the loss of the literary world, and hope that the loss will soon be remedied by more excellent books. If I had to compare this book to the work of an established writer, I should choose Evelyn Waugh, and the comparison is not made lightly.
Anyone who has worked in the corporate world, unless indeed he is one of those who have succumbed to the corporate myth to such an extent that his mind has been purged of all humour, is bound to giggle with delight all the way through this riotously funny book. It probably ought to carry a warning that it should not be read on public transport.
At the same time, while entertaining the reader to the point where asthmatic readers would do well to have their medication at hand, the book actually lays out the principles of marketing as it works in today's society in a very precise and understandable way. Humour aside, it could be used as a first-year textbook for marketing students. If only I had had this book at the time I was hired to head up a marketing department, I might not have been ignominiously fired after three months. One doesn't often see such a combination of sheer entertainment and useful information.
I will be watching this writer's career with great interest.

Mohan Nair
