By Sanjeev Kotnala
Copyright mxmindia
“Disappointing” was my first instinctive reaction on reading Ambi Parameswaran’s Marketing Mixology. And then it struck me: maybe I wasn’t the intended drinker of this particular cocktail. Seen from the eyes of a fresh marketing student, or someone just entering the profession, the book began to take on a different flavour. Suddenly, it started making a lot more sense. This is not a book meant for those of us who have lived and breathed marketing for decades. It is, however, a neat entry point for entrepreneurs, small and medium business owners, and teams in India’s Tier 2 and Tier 3 towns. In fact, I would strongly recommend they all read it. And when they are done and ready for practical application – Main Hoon Naa– I am right here.
The book occupies an unusual space. It is neither a textbook nor a foolproof recipe book. It does not overwhelm with theory, nor does it leave the reader thirsty for more. What it does offer is a reminder of the tweaked possibilities that make marketing feel like magic.
The idea of ‘mixology’ is well-chosen, suggesting trial, repetition and just the proper caution. Ambi, as the writer is known in the fraternity, builds the text around four core ingredients: understanding consumers, building brands, selling and negotiating, and effective communication. Yet, he avoids handing out a one-size-fits-all formula. Instead, the reader is encouraged to stir, shake and brew their own cocktail of marketing strategies.
The pace is brisk, sometimes too brisk for comfort. Certain sections end abruptly with a faint aftertaste of “so what, and now how?” Perhaps that is deliberate — a provocation to think harder — but at times, one wishes for a little more cushioning through examples and richer illustrations. What comes through consistently, however, is Ambi’s unwavering faith in preparation. He emphasises the importance of homework before seizing any opportunity. And in his gentle, almost fatherly way, he keeps reminding readers to remain curious students forever, because the day a marketer stops learning is the day marketing starts to look stale.
Another strong takeaway is that while platforms, technologies and tools evolve, the fundamentals of marketing remain rock solid. The task is still to create preference, nudge choice and, if done right, charge a premium. In that sense, Ambi’s ‘mixology’ becomes a metaphor not just for trial and error, but also for self-discovery. And the truth is that every marketer must reinvent their own unique cocktail of approaches, tailored to a specific context.
The absolute delight of the book lies in its language. Ambi writes in plain, straightforward language, carefully explaining even the smallest of terms. This clarity has been the hallmark of his earlier works too.
The inclusion of negotiation as a marketing ingredient is particularly welcome, since it is a subject often ignored. Though one wishes it had been allowed to ferment a little longer instead of being rushed, its presence adds an extra zing to the drink. On the other hand, the book doesn’t spend much time on the new world of digital marketing. That may be intentional, perhaps left for another volume in the future.
Marketing Mixology is a bird’s-eye view of the skills needed for marketing success. It does not attempt to do everything; instead, it focuses on the essentials. Brand success is positioned as a pathway to marketer success, and there are clever nudges to Ambi’s earlier books for readers who wish to go deeper.
Sprinkled throughout are delightful blurbs and anecdotes: the sharp distinction between amateurs and professionals, the emphasis on practice and preparation, the conviction that the best way to learn is to teach, and even the quirky tea-time wisdom about when to say yes and when to say no.
In sum, Marketing Mixology is best read as a primer. It is a quick sip for beginners, a refreshing mocktail for entrepreneurs, and a reminder to seasoned professionals that curiosity never goes out of fashion. It may not satisfy the palate of hardened veterans, but for the new and eager, it is a gentle initiation into the art of marketing. And remember — once you’ve had your fill and are ready to apply it all in the real world, Main Hoon Naa.
Some Picks from the Book:
“An amateur practices till they get it right. A professional practices till they cannot get it wrong.”
“Prepare. Prepare. Prepare.”
“The best way to learn a subject is to teach it to someone totally new.”
“Every interaction is a moment of truth; a brand can be made or broken at every interaction.”
And a quirky gem: “If a prospect offers you tea at the beginning of a meeting, always say yes. If they offer it at the end, politely decline.” Why? Read the book!
Marketing Mixology
By Ambi Parameswaran
Westland Books
153 pages, Paperback
Cover Price: Rs 350 (Rs 231 via Amazon, Rs 219 via Kindle)
