Marketing Mixology: Ambi Parameswaran's book on the ideal cocktail

For those new to marketing or coming from a non-marketing background, Marketing Mixology offers a good introduction to the subject

Marketing Mixology: Four Essential Ingredients for Marketing Success

by Ambi Parameswaran 

Published by Westland

172 pages  ₹350

    In a business-reading landscape awash with jargon-laden tomes and MBA-speak, Marketing Mixology: Four Essential Ingredients for Marketing Success is refreshingly unpretentious. The author, Ambi Parameswaran, a veteran marketer whose career straddles consumer staples, pharmaceuticals and tech, has produced a guide that feels more like a hands-on workshop than an exposition in a lecture hall. He does not march the reader through the usual catechism of STP (segmentation, targeting, positioning). Instead, each chapter opens with a problem drawn from the industry trenches and