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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
|Publisher||Mcgraw Hill Education|
|Number of Pages||256 Pages|
|Authored By||Jessie Paul|
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, min...View More
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.
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Oct 25, 2009
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!!
May 18, 2011
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!