While India is rapidly creating its magical growth story, our thought process in building brands is alarmingly obsolete. We are still heavily dependent on ?Segmentation-Targeting- Positioning?, designed and applicable for Western demographics. Hence, we fail to fulfill our truest potential, as Indian creators and customers. Through through-provoking relatable essays, this book provides a deeper exploration of the Indian buying behaviour, with timeless marketing insights. It also serves as an actionable toolkit, providing a dynamic roadmap for every organisation, which wishes to build successful brands in this country. Lastly, it is an overdue response to ?thought colonialism?, as India most certainly deserves a customised Brand Leadership model, which is uniquely customer-centric. Marketing That Works is your ultimate marketing-driven action plan, designed to help marketers build outstanding and long-lasting brands in any part of India. Made in India, exclusively for India.