No Money Marketing: From Upstart to Big Brand on a Frugal Budget [Paperback]

Jessie Paul (Author)

Book Description

Publication Date: August 13, 2009

. . . 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 est

Editorial Reviews

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.

Product Details

• Paperback: 208 pages
• Publisher: Tata McGraw Hill Education Private Limited (August 13, 2009)
• Language: English
• ISBN-10: 0070680132
• ISBN-13: 978-0070680135
• Product Dimensions: 9 x 6 x 0.5 inches
• Shipping Weight: 13.3 ounces (View shipping rates and policies)
• Amazon Best Sellers Rank: #2,788,432 in Books (See Top 100 in Books)

More About the Author

As Chief Marketing Officer of Wipro's IT business (NYSE: WIT) and as Global Brand Manager at Infosys (Nasdaq: INFY), Jessie Paul has been recognized for her contribution towards putting the Indian IT industry on the global map. 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 business women in IT in India.She has used innovations such as award programs with academic institutions, mindsports, and non-traditional media to reposition and communicate brand values in a frugal, yet effective manner. In this book, which is McGraw-Hill's fastest selling marketing book for professionals in India, she shares a conceptual framework and a Practioner's Playbook which has received very favourable feedback from entrepreneurs, for its practical, easy to implement style. She writes for various business publications and runs a popular blog on marketing at www.jessiepaul.com, as well as a book website www.nomoneymarketing.org Jessie is a Computer Science engineer from NIT, Trichy (1992) and an MBA from IIM Calcutta (1995).