| Foreword |
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xi | |
| Introduction: Curiosity and the Marketer |
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xiii | |
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New Places Are Hotbeds for New Ideas |
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3 | (2) |
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1 Why You Should Go to Ujjain |
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5 | (5) |
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2 A Delicious Bite of the Big Apple |
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10 | (5) |
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15 | (5) |
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4 Why Marketers Should Visit Museums |
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20 | (5) |
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25 | (5) |
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6 Walking Trails, Apricots and Wine Taverns |
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30 | (5) |
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7 How Music Can Shape the Marketing Dance |
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35 | (5) |
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8 A Kilo of Shakespeare, a Few Grams of Tiramisu |
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40 | (5) |
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9 Let's Start at the Very Beginning |
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45 | (8) |
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Look at Old Products with Fresh Eyes |
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53 | (2) |
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55 | (5) |
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60 | (5) |
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65 | (5) |
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4 Will You Have a Cup of Heavenly Dew? |
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70 | (5) |
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75 | (5) |
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6 Socked---by All That Colour Out There |
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80 | (5) |
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7 The Tango with the Mango |
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85 | (5) |
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8 Licence to Be a Child, Once Again |
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90 | (7) |
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Section 3 People and Books |
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97 | (2) |
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1 Timeless Lessons from a Titan |
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99 | (5) |
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2 Boxer, Marketer, Talker, Icon |
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104 | (5) |
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3 The Orchestration of Magic |
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109 | (5) |
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4 Brands Should Tell Stories Like He Did |
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114 | (5) |
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5 Why Do People Misbehave? |
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119 | (5) |
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124 | (5) |
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129 | (5) |
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134 | (9) |
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Section 4 Festivals and Events |
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A Feast at Every Festival |
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143 | (2) |
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1 Marketing Lessons from Ganesha |
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145 | (5) |
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150 | (4) |
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3 Facebook Janmashtami and Champagne Modaks |
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154 | (5) |
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4 Break Down All Those Walls! |
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159 | (5) |
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5 Football, Monsoon and Father's Day |
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164 | (5) |
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6 The Many Colours of Shopping |
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169 | (5) |
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7 Hooray, Hooray, Let Us Market Holidays |
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174 | (5) |
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179 | (5) |
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9 The Metamorphosis of the Diwali Shopper |
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184 | (5) |
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10 Running Circles Around Brands |
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189 | (8) |
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Section 5 Promotion, Packaging and Pricing |
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Occasional Visits to Other Planets |
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197 | (2) |
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1 Your Price Tag's Different from Mine |
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199 | (5) |
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2 When Brands Play Hard to Get |
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204 | (5) |
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209 | (5) |
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4 What's in a Customer's Name? |
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214 | (5) |
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5 Advertising Peeks Out of the Closet |
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219 | (5) |
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6 Brands and the Weight Loss Circus |
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224 | (5) |
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7 Twinkle, Twinkle, Little Star |
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229 | (5) |
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8 Where Have All the Contests Gone? |
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234 | (5) |
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239 | (5) |
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10 Of Chocolate, Tea and Flying Saucers |
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244 | (5) |
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11 Do You Want to Own a Piece of History? |
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249 | (5) |
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254 | (7) |
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Section 6 Consumer Behaviour |
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261 | (2) |
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1 The Shifting Sands of Trust |
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263 | (6) |
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2 Consumers and the Need for Speed |
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269 | (5) |
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274 | (5) |
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4 The Art of Insightful Consumer Observation |
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279 | (5) |
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5 The Art of Creative Consumer Segmentation |
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284 | (5) |
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6 Brands Are Wonderful Time Machines |
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289 | (5) |
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7 Politics and the Art of Branding |
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294 | (5) |
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8 The Psychology of Brand Colours |
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299 | (5) |
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9 The Elusive Secrets of Cool Brands |
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304 | (7) |
| Epilogue |
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311 | (4) |
| Acknowledgements |
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315 | (4) |
| Appendix |
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319 | |
