This is a book you can't finish, like a dictionary, but need it at arm's length if you are in the business of getting a portion of somebody's wallet share. The Marketing Whitebook 2010-2011 from the Businessworld magazine is here, anchored by some insightful essays by leading lights on de-mystifying the macrocosm called India in all its segments, layers and spending patterns. The only disappointment for me has been the thinning of section on Banking & Financial Services including Mutual Funds which is usually quite detailed. This time, the recession seems to have made the publishers pull the section out. Insurance, that darling of commissions industry, is there tucked away safely.
