Writeen by M G Parameswaran, Ride the Change is a collection of articles in the changing Indian consumer, market and marketing.

 
This book is a compilation of articles published in various business publications over a period of ten years. The book traces the post-liberalization era changes in Indian markets in general and advertising in particular, and provides rich insights into diverse products and consumer behavior patterns More specifically, it is aimed at alerting entrepreneurs, managers, market researchers/analysts and advertising professionals to the changes in customer behavior, markets and marketing strategies and also at changing their `market thinking? to `deliver better results in the market place.?

 
M.G. Parameswaran, a Chemical Engineer from IIT Madras and an Honour Roll Management Graduate from IIM Calcutta, is Executive Director and CEO of Draftfcb-Ulka Advertising, Mumbai, India’s fourth largest advertising group.

 
In a career spanning almost three decades he has handled assignments in marketing, sales and advertising with companies like Rediffusion DY&R, Boots Company and UDI Yellow Pages before dropping anchor at Draftfcb-Ulka Advertising over two decades ago. He has worked on brands including Xerox, Strepsils, Digene, Brufen, Santoor Soap, Sundrop Cooking Oil, TCS, ICICI Bank, Wipro, Indica Cars, Tata Indicom among others, covering diverse categories such as automotives, healthcare, telecom, FMCG, corporate etc.

 
Ambi served as the President of Advertising Club Bombay (possibly the biggest club of its kind in the world) during the period 2003–05. He was inducted into the Board of Governors of IIMC in 2007 and he received the Distinguished Alumnus Award from IIT Madras in April 2009.

 
For more details on the book log on to: