Books By IITians
This is the third book written by Purnima Gupta and a collection so Short Stories and Poetry. In the words of Ashok Chakradhar (translated): Directions are within us ... It is a miracle that after every 3rd or 4th line, you say something like after squeezing essence of life, a few more drops roll down. Where were hiding these drops of extract of life? Couldn't we get them without squ
Purdesan is a collection of poems. . In the midst of struggles, Purnima's poems bring out message of hope. In Kunwar Bechain's words, no one is as self-sufficient as a woman in this world. She walks hand in hand in man's world, yet she is a victim of mental agony, financial exploitation and loneliness 'Mujhko tera chehra, har insaan me saaf nazar aata hai. Mujhse peechhe honge
Through her stories, Purnima holds women responsible for their unequal treatment. However, she strongly believes that the problem starts at their peehar. Sasurals are unfairly defamed and the problem not be resolved till women start sharing equal inheritance from their parents. This book has 15 short stories written by Purnima Gupta. Afroz Taj says that Purnima has trusted the world
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
“Advertising is salesmanship in print”. Today, Indian advertising presents a kaleidoscope of imagery-global brands battling local brands, regional brands battling national brands, “value” brands battling “better value” brands. Brand Building Advertising wades through this complexity and shares with the practitioners some of the success stories of FCB-ULKA advertising agency
Marketing is about building brand value for the consumers, society and intermediaries. So how does a person, an institution or a business entity build brand value? Can a methodology be evolved that can be applied to a developing country like India? Building Brand Value is based on five intrinsic steps for developing a new brand and for making an existing brand stronger and more valuable
Who is my consumer? Why does she buy my brand? Why would she continue to buy it? Answers to these and many such posers are critical to creating the building blocks of successful brands. Understanding Consumers: Building Powerful Brands Using Consumer Research aims to help marketers understand the process of creating a template to find answers to the many questions, by using marketing re
Alok has been writing poetry on an informal basis which have been read and shared by some of his close friends and Abhinav Anubhav is his maiden attempt at it in the form of a book. Abhinav Anubhav are not only the names Alok’s son and nephew (elder brother's son), these two words also truly reflect the deep feelings from within the core of his being ... in other words they aptly desc
“The Reverse Journey” is a story about a young man faced with a decision - to follow his heart or brain. The heart wants happiness in India, among his family, friends and people who are like him. His brain wants money - without it what security does he have? All his friends are relocating to the USA. He feels isolated. And so he decides to follow 'the rat race'. He travels to Am
Arvind Sathi’s book harnesses the power of massive customer experience data to improve customer relationships & drive business results (increased revenue, profits & market share). Three factors are fueling the growth of Customer Experience data: automation in the customer touch points, maturing markets for customer data, and consumer sophistication in sharing customer experi