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Book Review: Made in Future by Prashant Kumar

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 author Prashant Kumar is a veteran from the marketing field. His work goes back to dot com era, where he experimented and learnt a lot before commencing Entropia, now a part of Accenture.

The book is not a cakewalk; it’s heavy at many places, yet beneficial for its discerning readers. As a matter of fact, whosoever wants to be updated with marketing insights and secrets, need to pick up this book at the first opportunity.

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.

Let’s see what’s inside the book that stretches up to 300 pages. The core theme of the book is to bring disruptions of the marketing into limelight along with data and ever-evolving technology.

The book holds 12 chapters, all built around marketing trends and updates, marketplaces, and other allied factors. 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. And today’s market is governed by marketplace rules and technology. The author further says that continuous evolution of marketplace is possible due to data and technology.

The book is not banal at any juncture. It quotes examples from history of industrial revolution to 1980s and 90s. 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.

Buy your copy from Amazon.

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