Back to the consumer

Rama Bijapurkar’s Customer in the Boardroom (SAGE Publications) is a must-read in
the maturing marketplace that is India, where products are increasingly finding it difficult to stand out. The 260-page book shows the way in which companies can rise to the challenge. It is a timely reminder that beyond flashy growth numbers there is no substitute to understanding the people they are selling to. While the writing turns textbook-like on occasion, the examples sprinkled generously (many from Bijapurkar’s day job as a strategy consultant to some of India Inc.’s biggest names) make up for it.