Marketing maxims

A concise read from a veteran adman

- PRASANNA SINGH

At the very outset, when I started to read this book, one thing was amply clear. Ambi Parameswaran, one of those rare senior admen to have embraced teaching, loves it. And right after, his students as well. This book is not an attempt to bottle and package marketing concepts, as it is an earnest effort to write a 'key' for students of marketing. They stand to benefit from Ambi's vast experience of the real world and the distilled wisdom of an adman who has seen it all up close. With 11 books behind him on his life and learnings from the field, he clearly loves to share. And, he does that generously with Marketing Mixology.

The book is written in a clear style that is more about answering common questions students of marketing and even practitioners face today, be it in interviews or during negotiations.

It starts with the first line itself, when he refers to the many questions he fields nowadays, starting with "How can I get a quick refresher on marketing?" With this book, he makes an earnest attempt to answer that question, and some more, in a precise read. His teaching experience shines through, perhaps most obviously when he refers to the TLDR crowd (too long; didn't read) one of the many new realities of the new generation of students that he has clearly made his peace with.