The Curious Marketer
Expeditions in Branding and Consumer Behaviour
Harish Bhat
Penguin Random House India
322 pages; Rs 599
Marketing experts and marketers themselves often say marketing is all about common sense — to make it work, all one needs to do is be customer-focused and results-driven. Why, then, should one spend money reading for a Master of Marketing degree from a blue-chip business school? Why should anyone take the trouble of continuous skill development? Because marketing may really be common sense, but the common sense is not that common.
Still with me?
Quite simply, the issue is this:
