Over the last two decades, the disruption brought about by data and technology has created a wide chasm between marketing strategy and what really works in the marketplace.
Made in Future is a groundbreaking new book that seeks to recast marketing from a white sheet, with an incisive view of how vast changes in media, content, influences and people's expectations have come together to write a new story of marketing.
The book challenges a lot of the accepted wisdom of the past, yet is brutal where the hype is ahead of substance. In the process, it offers an alternative journey that is conceptually whole, makes you think and helps you follow it all up with pragmatic decisions.
About the Author
Prashant Kumar is the founder of Entropia, a next-gen marketing services company, now part of Accenture. Entropia has been a pioneer in the area of marketing in the Industry 4.0 era. In 2020, Entropia was recognized as the third-fastest-growing large agency in the world by AdWeek, New York. Earlier, Prashant served as president, Asia world markets, at IPG Mediabrands. He has been on the juries of the prestigious Cannes Lions and Crystal Festival, France, and Lynx Festival, Dubai. He was also a speaker at the Digital Marketing Expo, Germany, and Global Festival of Media, Rome. He has been interviewed by the Wall Street Journal and Bloomberg. In 2019, the International Advertising Association (IAA) recognized him as one of the five digital marketing thought leaders globally. He is an alumnus of St Stephen's College, Delhi, MICA, Ahmedabad and Harvard Business School.
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