The Curious Marketer: Expeditions in Branding and Consumer Behaviour

Description

'Out of curiosity comes everything' -Steve Jobs From Apple to Tata Tea, many leading brands have their roots in curiosity. The desire to know more often leads to new ideas and perspectives; for a marketer, inquisitiveness shapes the way one looks at products and their branding. In his new book, Harish Bhat presents some of his most popular columns, which first appeared in The Hindu BusinessLine , exploring more than fifty products, places, people, books and publicity campaigns that excite him as a marketer. From brand marketing using aliens and flying saucers to going big with a delicious local product (banana chips or coconut water), from the interesting concept behind multicoloured socks to the metamorphosis of the Diwali shopper, Bhat touches on fascinating areas that marketers are targeting today. Immensely topical, this is a pleasurable read that will be of great interest to general readers, as well as students and professionals working in the colourful area of marketing.

Harish Bhat has held several senior roles in the Tata Group over the past thirty years, including managing director of Tata Global Beverages and chief operating officer of the watches and jewellery businesses of the Titan Company Ltd. An avid marketer, he has helped create many successful Tata brands. Harish is an alumnus of BITS Pilani and IIM Ahmedabad. He won the IIMA gold medal for scholastic excellence and later, the British Chevening Scholarship for young managers. He writes extensively and is a columnist for The Hindu Business Line and Mint. His first book, TataLog, was published by Penguin in 2012.