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Marketing That Works: Building Breakthrough Brands In India
Publisher:
Penguin Business
| Author:
Shivaji Das Gupta
| Language:
English
| Format:
Paperback
Publisher:
Penguin Business
Author:
Shivaji Das Gupta
Language:
English
Format:
Paperback
Original price was: ₹499.₹399Current price is: ₹399.
In stock
Ships within:
7-10 Days
In stock
ISBN:
Page Extent:
288
While India is rapidly creating its magical growth story, our thought process in building brands is alarmingly obsolete. We are still heavily dependent on ‘Segmentation-Targeting- Positioning’, designed and applicable for Western demographics. Hence, we fail to fulfill our truest potential, as Indian creators and customers.
Through through-provoking relatable essays, this book provides a deeper exploration of the Indian buying behaviour, with timeless marketing insights. It also serves as an actionable toolkit, providing a dynamic roadmap for every organisation, which wishes to build successful brands in this country. Lastly, it is an overdue response to ‘thought colonialism’, as India most certainly deserves a customised Brand Leadership model, which is uniquely customer-centric.
Marketing That Works is your ultimate marketing-driven action plan, designed to help marketers build outstanding and long-lasting brands in any part of India. Made in India, exclusively for India.
Description
While India is rapidly creating its magical growth story, our thought process in building brands is alarmingly obsolete. We are still heavily dependent on ‘Segmentation-Targeting- Positioning’, designed and applicable for Western demographics. Hence, we fail to fulfill our truest potential, as Indian creators and customers.
Through through-provoking relatable essays, this book provides a deeper exploration of the Indian buying behaviour, with timeless marketing insights. It also serves as an actionable toolkit, providing a dynamic roadmap for every organisation, which wishes to build successful brands in this country. Lastly, it is an overdue response to ‘thought colonialism’, as India most certainly deserves a customised Brand Leadership model, which is uniquely customer-centric.
Marketing That Works is your ultimate marketing-driven action plan, designed to help marketers build outstanding and long-lasting brands in any part of India. Made in India, exclusively for India.
About Author
Shivaji Dasgupta has been in the business of consulting, training and writing for many years. Till 2020, he was the Chief Strategy Officer of Havas Group in India – running the integrated operations for digital, advertising, media, health and design divisions. In earlier assignments I have been with Contract Advertising, JWT and Rediffusion Y&R.
Some of the many organisations and brands he has advised over the years in a direct capacity, include the following. ITC (across divisions), Pepsi, Airtel, Spencer’s Retail/Music World, Vistara, Tata Docomo, Taj Hotels, Samsonite, Mondelez, William Grant’s, Suzuki, Tata Motors, Renault, Citroen, Strides Healthcare, Reckitt Benckiser ( Durex and Hygiene brands), Truecaller, Shoppers Stop, DBS Bank, Fortis, Hike Messenger, Dr. Reddy’s OTC, Hindustan Sanitaryware, Myntra and many more.
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