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Management writer Bhatia’s new book looks into lives of Indian brand builders

04-January-2005
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Management writer Bhatia’s new book looks into lives of Indian brand builders

At moments of intense frustration, the finest of works comes forth – this is the belief that made Dr RL Bhatia, changed management and organisation turnaround specialist, author his 19th book, which will be launched on January 22. The book, titled ‘India’s Greatest Brand Builders’, looks into various nuances that turn a marketer into a brand builder.

In the book, Bhatia takes a journey through the lives of the great brand builders of India Inc, which includes NR Narayana Murthy, Dr Anji Reddy, Dr CK Raanganathan, N Murali, Sunil Bharti Mittal, Aroon Purie, Brijmohan Lal Munjal, Venu Srinivasan, Dr Verghese Kurien, YC Deveshwar, Rattan Tata and Adi Godrej among others. In his writing, Bhatia takes a sneak peak into the marketing and branding strategy that really clicked for these marketers. However, the author shares that not everybody was as forthcoming as he expected. “Most people who did come forth were the ones who knew me. I have grown under their stewardship,” he says.

So what really made him write on them? Bhatia responds, “I wanted to talk about master brands and all the people, the ones who are recognised and the ones who quietly did the job, to be written about. This is what inspired me to know more about them.”

“It took me 14 months to work on this. I had two more colleagues collecting data on the companies and researching whether the marketers had put the theory into practice,” he says. Asked on the limitations faced by him, Bhatia says, “Most people did not want to share the data. This was one big limitation that we faced while researching.”

The book will be launched in Mumbai, Delhi and Bangalore and will be priced at Rs 350. Previously, Bhatia has written many management books, like ‘Power of Vision’, ‘The Global Managers’, ‘Developing Presentation Skills’, ‘The Executive Track’, ‘100 Management Ideas’, ‘Managing Time’, ‘Attitude-Make it or Break it’ among others.

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