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Made In Future: A Story of Marketing, Media, and Content for our Times
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.
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.
339 pages, Kindle Edition
Published May 16, 2022
15 people are currently reading
51 people want to read
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Displaying 1 - 4 of 4 reviews
September 17, 2022
Read this in the aircraft. Simple narrative. Synthesis of a lot of ideas. Fast read. Worth an attempt.
July 8, 2022
Indeed a story of marketing, media, & content for our times. It’s a high-value book for people involved into understanding businesses, media houses, online and offline marketing, and much more. However, the book is a treasure for marketing professionals, as like other fields are changing, so the marketing landscape is bound to change.
The book’s language, analogy, graphs, charts – is all class, of international standard. Prashant has delivered very important lessons and tricks using simple language, with relevant examples, yet the field-jargons are rampant. Otherwise it is a way useful book. The core theme of the book is to bring disruptions of the marketing into limelight along with data and ever-evolving technology.
The author posits that the traditional approach of marketing is no longer available due to excessive data mediated aspects like ML, AI, and so on. Also, technology has played a major role in changing the markets like the advent of marketplaces and social media platforms.
The first chapter sheds light on types of marketplaces. Prashant explained them lucidly as per the segmentation such as utility, sensorial, spontaneous, and relationship. All chapters are beyond definitions, the marketplace insights will equip any e-commerce entrepreneur with right sense of information, and it’ll help them in understanding their target audience and formulating business strategies, as one cannot sell anything in any marketplace.
It’s a useful book to understand markets, marketplaces actors, brand positioning, and social media measurement, creativity, and much more. The biggest USP of the book is that you can identify yourself with respect to the market. It’s an eye-opener sort of book, and a must read for new, budding, and all types of entrepreneurs.
The book’s language, analogy, graphs, charts – is all class, of international standard. Prashant has delivered very important lessons and tricks using simple language, with relevant examples, yet the field-jargons are rampant. Otherwise it is a way useful book. The core theme of the book is to bring disruptions of the marketing into limelight along with data and ever-evolving technology.
The author posits that the traditional approach of marketing is no longer available due to excessive data mediated aspects like ML, AI, and so on. Also, technology has played a major role in changing the markets like the advent of marketplaces and social media platforms.
The first chapter sheds light on types of marketplaces. Prashant explained them lucidly as per the segmentation such as utility, sensorial, spontaneous, and relationship. All chapters are beyond definitions, the marketplace insights will equip any e-commerce entrepreneur with right sense of information, and it’ll help them in understanding their target audience and formulating business strategies, as one cannot sell anything in any marketplace.
It’s a useful book to understand markets, marketplaces actors, brand positioning, and social media measurement, creativity, and much more. The biggest USP of the book is that you can identify yourself with respect to the market. It’s an eye-opener sort of book, and a must read for new, budding, and all types of entrepreneurs.
July 9, 2022
Made in Future: A Story of Marketing, Media, and Content for Our Times by Prashant Kumar is a treasure trove that cannot be ignored by a gamut of professionals associated with marketing and brand positioning and marketplaces. The length and breadth of the book is extensive, its coverage on marketing approaches, history, disruption, future is simply lollapalooza.
I sighed in appreciation for the author as he knows so much about marketing…simply superb and amusing. I have read many short e-books on marketing tips, tricks, strategies, and what not…but this one blows me out. The author takes time to define and explain all things that matter in the marketing. He begins with types of marketplaces, rules, customer positioning, brand strategies, social media cause and effect. He explains with perfect examples and analogies.
Right since the beginning you will notice that the author included data and technology in every aspect of marketing because it’s future. Marketing is nothing without data and tech trends. Data with technology is considered IR 4.0. It means industrial revolution 4.0.
The book offers great insights into everything related to new-age marketing. I could not grasp all in one reading, so I made personal notes for referring over and again. The take on marketing is simply superb and engrossing and way ahead than time. Reading with patience such a great book means witnessing a change in life. Prashant’s control over language, presentation of facts and brands’ success/failure stories take the book to a different level.
I sighed in appreciation for the author as he knows so much about marketing…simply superb and amusing. I have read many short e-books on marketing tips, tricks, strategies, and what not…but this one blows me out. The author takes time to define and explain all things that matter in the marketing. He begins with types of marketplaces, rules, customer positioning, brand strategies, social media cause and effect. He explains with perfect examples and analogies.
Right since the beginning you will notice that the author included data and technology in every aspect of marketing because it’s future. Marketing is nothing without data and tech trends. Data with technology is considered IR 4.0. It means industrial revolution 4.0.
The book offers great insights into everything related to new-age marketing. I could not grasp all in one reading, so I made personal notes for referring over and again. The take on marketing is simply superb and engrossing and way ahead than time. Reading with patience such a great book means witnessing a change in life. Prashant’s control over language, presentation of facts and brands’ success/failure stories take the book to a different level.
January 16, 2024
"Made in Future: A Story of Marketing, Media, and Content of Our Times" provides an insightful journey into the dynamic landscape of modern marketing. The book's exploration of the challenge that not everything that counts can be counted resonates deeply with today's marketers. It skillfully navigates the complexities of measuring success in an era where qualitative impact often surpasses quantitative metrics.
Inspired by the book, I implemented several experiments in brand uplift, and the tangible results underscored the significance of qualitative aspects that 'traditional' digital metrics might overlook.
Thank you, Prashant.
Inspired by the book, I implemented several experiments in brand uplift, and the tangible results underscored the significance of qualitative aspects that 'traditional' digital metrics might overlook.
Thank you, Prashant.
Displaying 1 - 4 of 4 reviews