Preparing the perfect marketing cocktail

In a business-reading landscape awash with jargon-laden tomes and MBA-speak, Marketing Mixology: Four Essential Ingredients for Marketing Success is refreshingly unpretentious.

- SIDDHESH JOGLEKAR

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 closes with a practical tool you could carry straight into Monday's team huddle.