Who should read the book?

CEOs and the marketing team of any firm that is challenging an established company. It is very relevant to those firms that are seeking to go global on a frugal budget. CEOs and marketers of mature firms will find it useful to counter the techniques used by upstart firms.

The book is also a good primer on contemporary services marketing for students, with live examples from Indian industry. With case studies, anecdotes, cartoons and interviews, No Money Marketing teaches the principles of services marketing without preaching.