Slingshotting: Catapult your Challenger Brand to Success with Focused Marketing

Jessie Paul introduces the concept of Slingshotting. Smaller brands can take on companies far larger than themselves and succeed, if they use focused marketing techniques that do more for less. This may involve defining your target audience more finely, adopting clearer positioning, or using innovative marketing techniques and leveraging new media. Using examples from the author's experience in Infosys, Wipro and through interviews with other experts, this book provides tips on how to do marketing, frugally. Ideal for ambitious brands, or large firms dealing with the downturn. Jessie Paul is currently CMO of the IT Business of Wipro Ltd. The views here are personal. More at www.jessiepaul.com

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People & Blogs

Tags:

• Brand
• Marketing
• Frugal
• Downturn
• Jessie
• Paul
• CMO
• Wipro