Includes index.

ACKNOWLEDGMENTS. INTRODUCTION. POSITIONING. 1. Building a better mousetrap. Creating new ideas and concepts. 2. Breaching the defenses. Sourcing market share from an existing player. 3. Enemy at the gates. Defending against competitive attack. 4. There are no limits to growth. Growing a high market share brand. 5. Empire-building. The mega-branding challenge. 6. Miracles do happen. Turning around a declining brand. 7. A brand new you. Reinventing and relaunching an existing brand. 8. When two's a crowd. Managing a portfolio of brands. PROMOTION. 9. What starts well ends well. The importance of a good brief. 10. What if you were dating your viewer? How to develop great TV advertising. 11. Testing, testing, 1, 2, 3. Using advertising testing smartly. 12. Radio gaga. Developing radio advertising. 13. Sex appeal sells, but what? Using celebrity advertising smartly. 14. Getting down and dirty. The risky business of competitive advertising. 15. Surround and conquer. Using multiple media to win with the consumer. PRICING. 16. The price is right. The art of setting pricing. 17. You're going down! The tricky business of pricing down. 18. But they started it! The even trickier business of dealing with. price competitors. 19. There's no such thing as a free lunch. Pricing up. PRODUCT. 20. But I flunked science! A marketer's role in product design. 21. Cooking 101. Making a product launch a reality. 22. Another P of marketing. Pace-setting the right rhythm of news. 23. Perception is reality. The power of marketing vs. product innovation. 24. Yet another P of marketing. Planning. PLACE. 25. Shopping is like speed dating. The critical role of packaging. 26. Size does matter. The role that big cusomers play today. 27. The fi nal frontier. Winning in small stores and developing markets. 28. A

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. It includes 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.