About No Money Marketing

There are many small companies who cause discontinuity in the business environment. The upstarts frequently challenge the established, large firms. Their marketing budgets are small in comparison to their competition, but leveraging innovation and new marketing techniques, they can establish themselves and grow rapidly. This is what firms such as Infosys and Wipro did in the global IT services space or what a Hyundai did against Maruti in the India car market. The author, Jessie Paul, leverages her experience at Infosys and Wipro to share insights into how other firms can also create their own marketing and positioning framework.

No Money Marketing is in two parts – the first part is about the theoretical underpinnings required for positioning a brand in the flat world. The second part, the practioner’s playbook explains the levers and channels that can be used to build a brand at very little cost. Some of the tools require money, and some do not, but the key is that these techniques require relatively less money than traditional marketing.

An added value for readers will be the first-person interviews with:

  Nandan Nilekani, Chairperson - Unique Identification
   Authority, Govt. of India, and formerly Co-Chairman,
   Infosys Technologies

  Dr Vijay Mallya, Chairman – UB Group

  Girish Paranjpe, Jt CEO, IT Business Wipro Ltd,

  Anupam Mittal, Founder – Shaadi.com

  Shelly Lazarus, Chairman – Ogilvy and Mather Advertising

Top