Description
- Pub Date : April 2022
- Author : Prashant Kumar
- Publisher : Penguin Business
- Category : Non-fiction
- Binding Type : Hardback
- NO. OF PAGES : 272
- Mrp : 599
ABOUT THE BOOK
In this new age, marketers, media owners, agencies and content
creators tend to struggle with the new realities of marketing.
Everything they learnt while they were growing up is being challenged,
and seems to be growing irrelevant against the disruptors that they face.
Marketing thinking, even in some of the world's largest organizations, is
disconnected from their own ground-level executions.
The game has changed. But they are still playing by the rules of the
1990s. They are set to lose if they keep applying Band-Aids on a broken
model and trying to fit the future in the containers of the past. They need
a 'native' view of marketing in the digital age. This book provides a
conceptual glue.
Prashant Kumar, in his groundbreaking new book Made in Future, delves
into the principles and applications of marketing strategy in the new age.
Rich in research and great case studies, this book is an effort to bridge
the two worlds of old school marketing principles and the new consumer
and media behaviours.
ABOUT THE AUTHOR
Prashant Kumar is the founder of Entropia-a next-generation
marketing services consultancy that was acquired by Accenture.
Prashant served as CEO of IPG Mediabrands Malaysia (NYSE: IPG) and
under his watch, it became the No. 1 media agency in the world. As one
of the foremost communications and digital marketing experts in Asia-
Pacific, he has worked with a slew of global and Asian corporations such
as Coca-Cola, Johnson & Johnson, P&G, Exxon, Sony Microsoft, KFC, et al.
Prashant is an alumnus of the prestigious St. Stephen's College, Delhi,
MICA Ahmedabad and Harvard Business School. He is also a budding
aviator and the father of two boys.
