Facilities at XIC : Media Resources Centre : New Arrivals - Books

1. DigiMarketing by Kent Wertime and Ian Fenwick, 2008

This book provides readers with an overview of the major digital channels being used today. This includes explanations of the major trends in mobile marketing, blogging, games, digital media, digital point-of-sale, Web 2.0, and consumer content.

2. Hinduism by S. K. Kulkarni

In this honest and introspective study of the history of Hinduism, the author analyses its strengths and weaknesses, and addresses its contradictions through contemporary eyes. He traces the origins of negative practices like untouchability and casteism that have crept into Hindu Society. Debating the issue of conversion in India, he examines the nature and meaning of secularism in a multi-religious society. This book helps to clarify manu misconceptions about Hinduism and is essential reading for all Indians who cherish the dream of progressive prosperous , and united India.

3. Marketing Research : A Practical Approach by Bonota Kolb

This innovative textbook offers a uniquely comprehensive and applied approach to both understanding and designing market research. Sensitively balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this books vastly accessible , useful and insightful text.

4. Sea of Poppies by Amitav Ghosh, 2008

‘Sea of Poppies’ has been based on the world, as it was just before the start of the Opium Wars. It revolves around ‘The Ibis’, an old slaving-ship voyaging across the Indian Ocean. Its crew is made up of an odd group of sailors and stowaways, coolies and convicts, representing Westerners and Indians respectively. Slowly and gradually, the self-imposed walls start to melt down and all of them start considering themselves as ship-brothers.

With this is born a dynasty, very improbable, but in existence nonetheless. This dynasty is all set to cross continents, races and even generations. ‘The Sea of Poppies’ takes us through a wide variety of landscapes, right from the lush poppy fields of the sacred Ganges to the undulating high seas to the alien backstreets of China. However, it’s the rich diversity of the characters that makes the book totally engrossing and occupying. In short - truly a masterpiece!

5. So you want to be a journalist by Bruce Gundy

This book is a practical hands on guide to the world of journalism, particularly for the beginner. It contains step-by-step instructions on writing for the news media and practical advice and suggestions on all facets of reporting. It covers basic skills in research and investigation; Interviewing; writing news and feature material; basic subediting and layout and design; the essentials of grammar, spelling and punctuation; relevant news; understanding and calculating data; print, radio, television and online reporting; ethical and professional behavior.

6. The Indian Consumer by Alam Srinivas

There's a lack of understanding within the business community (both Indian and foreign) about the Great Indian Middle Class. Now that foreign firms are queuing up to invest in India - especially in consumer goods sector - and Indian groups are also planning to expand their current activities, it's clearly the right time to explode a few myths about this middle class and also point out certain realities about its buying and spending traits. This book will provide a roadmap for existing and future marketers in the country.

7. The Post American World by Fareed Zakaria

When a book proclaims that it is not about the decline of America but the rise of everyone else, readers might expect another diatribe about our dismal post-9/11 world. They are in for a pleasant surprise as Newsweek editor and popular pundit Zakaria (The Future of Freedom) delivers a stimulating, largely optimistic forecast of where the 21st century is heading. We are living in a peaceful era, he maintains; world violence peaked around 1990 and has plummeted to a record low. Burgeoning prosperity has spread to the developing world, raising standards of living in Brazil, India, China and Indonesia. Twenty years ago China discarded Soviet economics but not its politics, leading to a wildly effective, top-down, scorched-earth boom. Its political antithesis, India, also prospers while remaining a chaotic, inefficient democracy, as Indian elected officials are (generally) loathe to use the brutally efficient tactics that are the staple of Chinese governance. Paradoxically, India's greatest asset is its relative stability in the region; its officials take an unruly population for granted, while dissent produces paranoia in Chinese leaders. Zakaria predicts that despite its record of recent blunders at home and abroad, America will stay strong, buoyed by a stellar educational system and the influx of young immigrants, who give the U.S. a more youthful demographic than Europe and much of Asia whose workers support an increasing population of unproductive elderly. A lucid, thought-provoking appraisal of world affairs, this book will engage readers on both sides of the political spectrum.

8. The Speed of Trust by Stephen Covey

The Speed of Trust challenges the assumptions that trust is merely a soft social virtue and articulates why it has become the key leadership competency of the new global economy. Covey demonstrates how to quickly and permanently gain the trust of clients, coworkers, partners, and constituents so as to make organizations more profitable, people more promotable, and relationships more energizing.

9. Meatball Sundae by Seth Godin

Meatball Sundae is the definitive guide to the fourteen trends no marketer can afford to ignore. It explains what to do about the increasing power of stories , not facts; about shorter and shorter attention spans; and about the new math that says five thousand people who want to hear your message are more valuable than five million who don’t.

10. Winning the Indian Consumer

India is on the brink of a consumer revolution. With the government implementing increasingly laissez-faire policies to open up the domestic market and with a burgeoning middle-class population, the long-term potential is spectacular. However, India's complex consumer structure and characteristics are proving to be a challenge to many successful global companies. India ranks in the world's top ten countries in terms of population and GDP, but ranks below 100 in percapita income. Never before in history have so many low-income people been subjected to such overwhelming economic progress and the effects of globalization and technological advances.

Winning in the Indian Market: Understanding thje Transformation of Consumer India provides CEOs and business leaders with a factual and holistic insight into Consumer India. It identifies the key business strategies, mindse4ts, and assumptions which global corporations should be taking on board.

• What are the traps and minefields that global entrants into India do not see and which cause the most trouble?

• What are the big opportunities that they fail to go after?

• what are the big transformations that this market demands and which company strategies fail to make?

This insightful and entertaining book, from one of India's leading consumer experts, provides thought-provoking answers to these questions, and more. To win in an emerging market like the India, new business strategies, perseverance, and innovation are crucial. Rama Bijapurkar draws on her years of experience with some of India's Leading companies and multinationals operating in India, to offer the keys to success in this complex yet compelling market.