Marketing That Works

This non-fiction guide reveals how brands can thrive in India's diverse, fast-growing market. It challenges Western segmentation norms and offers a customer-centric brand leadership approach tailored for Indian consumers. Designed for marketing professionals, brand teams, and business leaders, the tone is pragmatic, insightful, and empowering. Content blends provocative essays with an actionable toolkit. Expect clear frameworks, roadmaps, and templates you can apply directly to Indian campaigns, products, and communications. The writing balances thoughtful analysis with practical steps to move from insight to action. Concepts covered include Indian buying behavior, culturally attuned brand strategy, and an adaptive leadership framework for brand teams. Skills grow through practical exercises—mapping customer journeys, prioritising opportunities, and designing campaigns that resonate locally—delivered in short, actionable steps. - In-depth exploration of Indian buying behaviour and market context - Actionable toolkit with dynamic roadmaps, templates, and checklists - Customer-centric brand leadership model tailored to Indian consumers - Practical frameworks for marketing strategy, product alignment, and communications - Clear, concise writing with real-world examples and ready-to-use guidance After finishing, you’ll have a practical playbook for building enduring brands in India