Heart, Mind and Wallet

About the Book :

Consumer insight, though a potent possession, is not a magical agent that transpires from years of scrutiny and soul-searching. All it takes is a basic understanding of what enhances the pleasure for human beings and what reduces their pain. We all have, for example, used the ATM to withdraw cash, sometime or the other. Consider a situation where a person visiting the ATM doesn't have to bother to key-in the amount he needs; the ATM recognizes him and hands him the money basis his identified needs.

“Heart, Mind & Wallet” aims to highlight the handiness of insights, while — at the same time — capturing their potential, bringing into focus, in the context, how certain thought-leaders have used them to create winning stories.

Consider a company leveraging expiry date for pillows to increase the sales of the product by more than 300%. Also, consider a company bridging the gap between ice-cream parlours and consumers and re-writing the way, ice-cream is consumed in India.

This well-researched book throws light on some innate human factors, which — while being ridiculously entertaining — are also capable of defining success or failure of a brand. The book has been written in a fairly easy to understand language and, explains everything with loads of exciting stories and marketing examples (largely in Indian context).

About the Author :

Ankur Ashta is a marketing professional, currently working with one of the leading automobile manufacturers in the world. Born in 1980, Ankur grew up in Chandigarh where he spent most of his early years. He received a bachelor's degree in computer science and engineering in 2002. He also holds an M.B.A (2006) in marketing and operations from FORE School of Management, New Delhi. Ankur started his career in an advertising agency in2006 and has, since then, worked on marketing strategies for a range of brands across categories such as automobiles, telecom, real estate, online travel portals and consumer durables. Ankur enjoys reading books and observing human behaviour. He currently lives in Gurgaon with his wife.