“A lucid, insightful and at times provocative look at brands and marketing over the years . Simple, well written and immensely readable, this is a must read for all observers, students and practitioners of marketing.” Bharat Puri, Managing Director, Pidilite Industries. “Nimish was always a diligent and thoughtful student in my Strategic Marketing class at Jamnalal Bajaj. Am delighted that he has chosen to share contemporary insights and perspectives on marketing from his two decade long career. Am sure this will be relevant for both practitioners and students of marketing and business.” Tarun Gupta, Faculty at Jamnalal Bajaj, Consultant & Marketing Veteran From a marketing professional, practitioner and observer, this compendium will be useful for all students of marketing and practitioners. Filled with concepts explained through real examples and cases, the book focuses on insights, interesting concepts and informative observations. Covers a vast spectrum of marketing subjects from branding concepts to unique media strategies to segmentation tothe power of measurement and metrics.