01558nam a2200181 a 4500001001400000003000600014005001700020008004100037020002800078082001700106100001700123245009100140260004300231300002000274520104500294650001301339650002401352vtls000156453IIMBL20180822140405.0170421t2017    ii            000 0 eng  00a978067089758cINR 599/-00a658.827bBHA1 aBhat, Harish14aThe curious marketer:bexpeditions in branding and consumer behaviour/cby Harish Bhat  aGurgaon:bPenguin Eandom House,c2017.  axxvi, 322 pages  aOut of curiosity comes everything' - Steve JobsFrom Apple to Tata Tea, many leading brands have their roots in curiosity. The desire to know more often leads to new ideas and newaperspectives; for a marketer, curiosity shapes the way one looks at products and their branding in innovative ways. In his new book, Harish Bhat brings his expertise on branding, communication and consumer insights to bear on a rapidly developing consumer-facing arena, exploring more than fifty products, places, people, books and publicity campaigns that excite him as a marketer. From brand marketing using aliens and flying saucers to going big with a delicious local product (banana chips or coconut water), from the interesting concept behind multicoloured socks to the metamorphosis of the Diwali shopper, Bhat touches on fascinating areas that marketers are targeting today.Immensely topical, this is a pleasurable read that will be of great interest to general readers, as well as students and professionals who work in the exciting area of marketing. 0aBranding 0aBrand name products