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No Money Marketing 1st Edition

Author: Jessie Paul
Hardcover
Language: English
Length: 212 Pages
Publisher: Tata McGraw - Hill Education
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No Money Marketing 1st Edition (Hardcover) Price: Rs.460

No Money Marketing is a guide for entrepreneurs, marketing professionals, and managers. The author, Jessie Paul, provides advice on how to build a successful brand on a limited budget and how to compete with the ‘biggies’ in today’s flat world of marketing and business by means of innovative methods and techniques.

Summary Of The Book

In No Money Marketing, Jessie Paul compels aspiring global marketing giants to realize the significance of the Internet in a world where considerations like geography are no longer impediments to selling and buying.

The book is replete with illustrations and interviews. Interviews with the likes of Dr. Vijay Mallya, the Chairman of the UB Group, Anupam Mittal, the Founder of Shaadi.com, Shelly Lazarus, the Chairman of Ogilvy & Mather Advertising, Girish Paranjpe, the Joint CEO of IT Business, Wipro Ltd., and Nandan Nilekani, the Chairperson of Unique Identification Authority, Govt. of India, and the former Co-chairman of Infosys Technologies.

With today’s business gurus and marketing professionals breaking new ground everyday, Jessie Paul’s informative treatise attempts to provide business heads with the head-start that they need to install and run a brand effectively and feasibly. This book provides a thorough study of Indian brands internationally and international brands in India, and gives a detailed study of their success and rise in an array of fields such as IT, automobiles, and banking.

Published on August 13, 2009, No Money Marketing has been considered as a useful guide for budding marketing professionals and for those looking to make a name in the global brand market. With practical advice and an experienced voice to guide, this book helps its readers compete with the big names of marketing and build a successful brand with a limited financial budget.

About Jessie Paul

Jessie Paul is a marketing expert and author. Jessie Paul is currently the CEO of Paul Writer Strategic Advisory. She has formerly served as the Chief Marketing Officer of Wipro IT Business, and as the Global Brand Manager at Infosys Technologies Limited. In total, she has an experience of 15 years in the marketing world, having also worked for companies like O&M and iGate. Jessie graduated in Computer Science Engineering from the National Institute of Technology, Tiruchirappalli, and earned her MBA degree in Marketing from IIM Calcutta. She is considered to be one of the most influential women in the field of Information Technology in India.

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

Specifications of No Money Marketing 1st Edition (Hardcover)

Contributors
Authored By Jessie Paul
Book Details
Publisher Tata McGraw - Hill Education
Imprint McGraw-Hill Professional
Publication Year 2009
ISBN-13 9780070152700
ISBN-10 0070152705
Language English
Edition 1st
Binding Hardcover
Number of Pages 212 Pages
Dimensions
Width 45 inch
Height 1.77 inch
Weight 208 g
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Book Reviews of No Money Marketing 1st Edition

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Vedavyasa
13 September 09
Marketing without Money ? possible?

No Money Marketing by Jessie Paul make you believe the answer to the question asked in the title of this post is – YES.

Those of us who were aware of this book were eagerly waiting this book for 2 reasons.

1. It dealt with a topic of immense interest to all marketers- effective marketing through low cost options
2. It was expected to provide a contemporary view with real life examples and not go through just the plain 4Ps again

After my first read of No Money Marketing I must admit my expectations were met and surpassed. The Author Jessie Paul if also the CMO of Wipro’s IT Business and she had mentioned her book during a brief meeting we had. Yes, of course my interest was piqued because the world of IT Marketing has always been a little mysterious for unlike the advertising, product launches and in-your-face promotions of B2C businesses, the common man very often does not get to see what IT marketing is up to. Since Jessie Paul has been associated with some major brands during their growth phase I was curious to know more about how they did it. Frugal marketing, frugal operations, frugal everything have become a mantra of the times and so this topic and this book came in a very timely manner.

I ordered my copy online through flipkart and I received it neatly packed. Published by Tata McGraw Hill it is a hard bound neat, business like hardbound book. The cover has the book title in large font with the O in NO having American Coin (cent) and a cross across it. Considering that IT services primarily depended on American markets, I guess that’s the reason for the American coin as well as the fact that American companies tend to be far ahead of Indian ones, when it comes to new age marketing.

The book with its statement of ‘From Upstart to Big Brand on a Frugal budget’ is aptly titled as A Practitioner’s Playbook. It has 3 sections with the first two providing background into the flat world and brand identity. Section 3 is the core of the book and focuses on Frugal Ways to Build Upstart Brands. There are various interviews with people right from Vijay Mallya , big boss at Kingfisher airlines & UB to the Joint CEO of Wipro, Girish S Paranjpe. The interviews highlight the book’s content flow in parallel adding insights and explanation for the reader. The book has references to traditional methods and theories of marketing but what it brings to the table for the reader is the new age marketing that one hears about. Right from persona branding to new media to awards marketing. I must admit I have to read some parts of the book again because they are as good as a plan you can take and adapt, with a frugal budget of course.

The nice part is that the book is written in a very personal manner and does not preach but share knowledge. So while it is not meant to be a text book I would see it as one since it gives just the optimal amount of content and information for each topic. it is peppered with business cartoons and diagrams which make it a very easy read. I had mentioned in my twitter feed (vedavyasa) that I thought the book is very twitter friendly :) This is because each chapter has a couple of lines highlighted that are easy to tweet. Due to its style of writing, the book is like a conversation and one of my favorite lines in the book is in the chapter where social media is discussed and the author says- We are born into a social ecosystem. The author remarks on us Indians and how we are social by nature with connections all over and always ready to find more.

Chapter 15-Globalizing the Marketing Department is a wake up call to all large organizations that go global. The author provides an overview of almost all areas of marketing that is required in today’s wired, connected and flat world. The best part of this book is that you can take it, read it and straight away start applying it. Remember those thick volumes of Marketing Management and Advertising Management ? They are outdated in today’s flat world. This book is unlike many of those because of its practical nature. Its coverage provides you simple operational (frugal) tips from PR, Media releases to marketing outsourcing. A nice little summary at the end of the book is very helpful. It has a few case studies of interest too. No Money Marketing with its experienced writing will provide youngsters with guidance, professionals with refreshed knowledge and for practitioners-a handbook !

Overall I am pleased with the book as it does cover many topics of personal interest and even has some parts dedicated to employer branding ( & employee voice on blogs :) ).

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25 October 09
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No Money Marketing is not any money’s worth!!

Well, as a matter of fact, this book leads nowhere! Reading the reviews of this book in a leading magazine, I was quite impressed and bought it with very high expectations. About 3/4 of the book is quite pedantic while the last bit where the author finally talks about frugal marketing, lacks novelty. Recommended only for a non-MBA wishing to learn a wee bit about marketing and not for any one else. What was even more disappointing was the rave reviews by some industry veterans printed on the covers!!

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Aradhana Kansal
05 September 09
Philip Kotler revisited

Spent my evening going through the excerpts of No Money Marketing and refreshed by its heady mix of crisp language, practical approach and the much required dashes of humour which help you to understand the message even better.

Jessie provides a candid view of how new businesses can get that edge through innovative and novel marketing techniques. Chapter 10 was especially interesting where the focus was on"thought leaders" which is such a bandied word today. Jessie illustrates the need for thought leadership and its actual relevance in today's context. And like most other books, it is not merely a sermon but has clearly defined steps on identifying and building a thought leader.

The interviews with top business icons is another feather in Jessie's cap as you get a myriad of opinions and experiences in a single book.

No Money Marketing is a must read for all marketing honchos out there. If you believe in Philip Kotler, you will believe in this too.

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18 May 11
Insightful and inspiring!

In the digital age, the thin fine line that thrived on capital intensive marketing has thinned. The start ups as well as prominent brands are using frugal marketing to scale newer summits. Jessie Paul's rich experience and expertise as a thought leader and practitioner of this concept has led to this wonderful book. Laden with insights , the case studies are inspiring!

Seasoned professionals as well as naive marketers at the start of their marketing careers would greatly benefit from this easy to read title.

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1 of 1 users found this review helpful.
Anir
03 September 09
first to review
Great value for money

I picked up this book and was pleasantly surprised at the depth of knowledge and research that has gone into it. Jessie Paul brings in the practitioners view.

The best part of the book is that it is not just theory - there are practical concepts that are worth their weight in gold. I was amazed at how my day to day marketing pain points were handled, and handled in such a way that it would keep my CFO happy.

No money marketing is a must read for any serious marketer, especially one looking for direction in a field that changes on a daily basis.

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    ISBN Number: 0070152705, 9780070152700, 978-0070152700

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