Marketing that Works: Building Breakthrough Brands in India

Author: Gupta, Shivaji Das

Brand: Penguin

Binding: paperback

Number Of Pages: 288

Release Date: 19-01-2026

Details: 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.

EAN: 9780143473787

Package Dimensions: 8.4 x 5.3 x 0.9 inches

Languages: English