This book represents the work of some of the contemporary world leaders in marketing. The contributors are authors of a set of path-breaking books on marketing. To ensure sufficient depth of coverage, the contributors have taken the essence of their earlier books and combined it with their latest understanding and cases.  This has served to enhance the content and put it in the readers' current context. 

It is common knowledge that keeping pace with the growing application of marketing requires a novel approach. With new ideas and nuances being discovered every day, it has become a real challenge for marketers and students of marketing to keep up to date on important contemporary marketing concepts. Given its unique approach and thoughtful curation, this book presents readers with diversity of perspectives along with a unique depth of thinking.

Kartik Kompella is the founder of Purposeful Brands, a brand consultancy based in India. He has run a column on Interbrand's portal for nearly five years, and is a regular contributor of papers to WARC. Kartik has spoken at several international conferences on subjects as varied as Market Research, Cause Related Marketing (CRM) and Cause Related Branding. He has 26 years experience in advertising, CRM, brand consulting and marketing and wrote the books Building Brands Building Meaning & Applying The Branding Iron. He has edited two books on branding: 'The Definitive Book of Branding' (2014) and 'The Brand Challenge' (with Kogan Page, 2014).