India is a diverse country with consumers who are demanding and aspirational. The business environment is complex and intensely competitive. Being a successful manager today requires deep market knowledge and a sound grasp of concepts and techniques with which to develop and execute successful strategies.

This book is designed to equip readers with updated knowledge and advanced tools and techniques to create effective strategies to win customers. The concepts are explained lucidly and illustrated with several live case studies and teaches a step-by-step method of the process of developing market segments and executing effective strategies.