on 25 June 2013
With a subtitle: Insights Practices and Models I was expecting a bit more science and structure and some compare and contrasting of IC models. Not present in this book. This is a brief run-through of arguments and examples of IC practice in quite general terms. Also the content is quite focussed on the Indian market. I would personally recommend Bill Quirke's book over this. My search goes on for something that goes into models in-depth,.