|About the book|
"...An important value addition to the body of knowledge in global brand creation..."
N. R. Narayana Murthy, Chairman and Chief Mentor, Infosys
"Highly readable...provides great insights into how a brand image can be created-or destroyed-in the global village..."
K. V. Kamath, Chairman, ICICI Bank
"...Provides a fresh and valuable framework for how to make very little marketing money go a really long way..."
Rama Bijapurkar, Strategic Marketing Consultant and author of We Are Like That Only
"...A timely, insightful provocative guide to marketers who want to succeed in today's flat world..."
President and CEO, ITSMA (IT Services Marketing Association)
"...A must read for business heads and marketers alike..."
Amitava Chattopadhyay, The L'Oreal Chaired Professor of Marketing Innovation and Creativity, INSEAD
"...An insightful guide through the rapidly changing terrain of marketing..."
Mukul Pandya, Executive Director/Editor-in-chief, Knowledge@Wharton, Wharton School
"...Easy flow and intellectual rigor...makes the reading enjoyable and creative..."
Prof. Prashant Salwan, Chairman, Strategic Management Area and CIMER, IIM Indore
As the real and virtual worlds have fused seamlessly, the playing field for businesses has been leveled, enabling the marketing and delivery of products and services from anywhere on the map irrespective of size, scale and location. Traditional resources (time and money) and marketing tools (advertising and PR) are losing their advantage to new techniques like social networking, individual targeting and ecosystem marketing. Hence, freed from geographical, financial and demographic limitations, upstart companies can sell their wares and build their brands, outsmarting the giants.
Designed to arm such Davids against Goliaths, No Money Marketing shows how an emerging brand can spot and tap into its marketing ecosystem of all stakeholders, and compete successfully with established brands for market share and mind share.
The book enlightens entrepreneurs, marketers and managers with the vision and road map of building their brands and capturing markets on limited budget.
|About the author|
Jessie Paul has been recognized for her contribution towards putting the Indian IT industry on the global map. As the Chief Marketing Officer of Wipro's IT business, and previously as the Global Brand Manager at Infosys, she has used innovations such as award programs with academic institutions, mindsports, and non-traditional media to re-position and communicate brand values in a frugal, yet effective manner. With over 15 years in services marketing, including a stint with Ogilvy & Mather Advertising where she handled a variety of brands, Jessie is considered an expert in brand globalization, and has been named one of the most influential women in IT in India. She writes for various Indian and international publications and runs a popular blog on marketing at www.jessiepaul.com. Jessie is a Computer Science engineer from NIT, Trichy, and an MBA from IIM Calcutta.
|Table of contents|
Section I: Leveraging the Flat World
1. Think Flat, Live Frugal
2. The Frugal Marketer's Guide to the Flat World Ecosystem
Section II: Defining Brand Identity
3. Quest for a Unique Identity
4. Core versus Surround Brand Attributes
Section III: The Practitioner's Playbook: Frugal Ways to Build Upstart Brands
5. How to Build an Upstart Brand
6. Brand Lever 1--Executive Branding
7. Brand Lever 2--Price
8. Brand Lever 3--Country of Origin
9. Brand Lever 4--Sustainability
10. Brand Channel 1--Thought Leadership
11. Brand Channel 2--Media Relations
12. Brand Channel 3--Awards Marketing
13. Brand Channel 4--Online Presence
14. Amplifying the Conversations
15. Globalizing the Marketing Department
16. Summary-Success Strategies for Frugal Marketers