Motivation for writing the book
How is ROI of marketing assessed
Relative growth vs market share
News has become commoditised, but insights are valuable
Thought leadership relatively unexplored in India
Collaboration with academia for thought leadership
Story-telling vs Factual communication
Monitoring of time spent with media and customers
Companies allowing access to journalists - Example of 'Bangalore Tiger' by Steve Hamm
What the next book will be about
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