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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.
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