MAINAK DHAR

Many years ago, I developed a fascination for martial arts. I started reading books that promised to teach self defense and soon I was practicing he steps at home. A few months later, I joined karate classes, and whey my sensei started teaching theory to the class, I thought I already knew it all.

And then I had my first sparring bout. All the theory I had learned, all the practice I had done at home, all the things I thought I knew about karate dissipated in one single moment. That was when I tasted my own blood.

That was my first experience of how theory sometimes leaves you unprepared for the real world. Marketing is no different.

Useful guidelines for brand builders in the form of 101 lessons from a field test pro. Easy to read. Anyone working with brands can't help but find tips they can use. - David Aaker, Vice Chairman, Prophet Brand Strategy, Author, Brand Leadership and Building strong Brands

Never have lessons been so pleasant and easy to understand. After finishing Mainak Dhar's 101 lessons you'll be ready for any marketing exercise. This author has had hands-on experience and it shows clearly over these pages. pay attention in this teacher's class! - Allein Moore, Editor, AdAsia

Mainak Dhar is a graduate of the Indian Institute of Management, Ahmedabad. His career in marketing with a leading multinational has spanned more than 10 years and has taken him from Mumbai to Bangkok and now Singapore.
Over the course of his career, Mainak has worked on campaigns that have won a Bronze Lion at Cannes and EFFIES at the Asian Brand Marketing Effectiveness Awards.
Full time executive by day and writer by night, Mainak has previously written two novels and a book of poetry. You can contact him at mainakdhar@yahoo.com.sg.

Acknowledgments.
Introduction.
Positioning.
Chapter 1. Building a better mousetrap.
Chapter 2. Breaching the defenses.
Chapter 3. Enemy at the gates.
Chapter 4. There are no limits to growth.
Chapter 5. Empire-building.
Chapter 6. Miracles do happen.
Chapter 7. A brand new you.
Chapter 8. When Two's a crowd.
PROMOTION.
Chapter 9. What starts well ends well.
Chapter 10. What if you were dating your viewer?
Chapter 11. Testing, testing, 1, 2, 3.
Chapter 12. Radio gaga.
Chapter 13. Sex appeal sells, but what?
Chapter 14. Getting down and dirty.
Chapter 15. Surround and conquer.
PRICING.
Chapter 16. The price is right.
Chapter 17. You're going down!
Chapter 18. But They Started it!
Chapter 19. There's no such thing as a free lunch.
PRODUCT.
Chapter 20. But I flunked science!
Chapter 21. Cooking 101.
Chapter 22. Another "P" of marketing.
Chapter 23. Perception is reality.
Chapter 24. Yet another "P"of marketing.
PLACE.
Chapter 25. Shopping is like speed dating.
Chapter 26. Size does matter.
Chapter 27. The final frontier.
Chapter 28. A slightly different ball game.
PEOPLE.
Chapter 29. Does familiarity breed contempt?
Chapter 30. It takes two to tango.
Chapter 31. View from the top.
Chapter 32. No, they are not really all out to get you.
Chapter 33. Snafu.
Chapter 34. Healer, heal thyself!
The 101 Lessons Summarized.
Take the Brand Management 101 Quiz!
Index.