Made in Future - Prashant Kumar

Made in Future

A Story of Marketing, Media, and Content for our Times

(Autor)

Buch | Hardcover
272 Seiten
2022
Penguin Portfolio (Verlag)
978-0-670-09624-4 (ISBN)
24,90 inkl. MwSt
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 behaviors.

Dr Prashant Kumar is currently working as a Reader (a UK rank between Associate Professor and Professor) in the Department of Civil and Environmental Engineering at the University of Surrey, UK. He obtained his PhD from the University of Cambridge (UK) after securing a Cambridge-Nehru Scholarship and Overseas Research Scholarship Award; he holds a master degree in Environmental Engineering and Management from the Indian Institute of Technology Delhi (India). Dr Kumar is leading a vibrant research group, focusing on urban air pollution, their measurement using advanced instruments and low-cost sensors, exposure assessment and emission/dispersion modelling. He is currently a principal/co-investigator on a number of international consortium projects worth over GBP6 million and collaborating widely with research groups in the USA, India, China, Australia, Middle-East, Africa and Europe. He is an author of over 110 papers in peerreviewed journals, including most downloaded, most cited and top Almetrics articles that have attracted over 2200 citations with an h-index of 25 (as on 27.10.2016). He is currently serving a number of high importance panels such as the Institution of Civil Engineer's Air Pollution Task Force for London and the United Nations ESCAP expert group on the urban nexus. Dr Kumar is also an editorial board member of eight international journals, including Science of the Total Environment'.

Erscheinungsdatum
Verlagsort New York
Sprache englisch
Maße 140 x 220 mm
Themenwelt Sozialwissenschaften Kommunikation / Medien Journalistik
Wirtschaft Betriebswirtschaft / Management Marketing / Vertrieb
ISBN-10 0-670-09624-5 / 0670096245
ISBN-13 978-0-670-09624-4 / 9780670096244
Zustand Neuware
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