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Nimish Dwivedi’s popular book 'Marketing Chronicles' explores marketing in Pre - Smartphone and Post - Smartphone Eras

Friday, October 19, 2018

Consumer marketing and financial services veteran Nimish Dwivedi ‘s book ‘Marketing Chronicles’ has become a bestseller amongst marketing books on sites like Amazon India since its release in October 2017. The well compiled book on consumer insights helps to understand the chronological evolution of consumer behaviour & related marketing innovations. The characterization of markets with marketing techniques in the book has found its appeal amongst MBA students and practitioners of marketing alike.

Filled with concepts explained through real examples and cases, the book focuses on insights, ideas and informative observations. Written in an easy to read and engaging manner, the book covers a vast spectrum of marketing subjects ranging from branding concepts to unique media strategies to segmentation to the power of measurement and metrics.

Vishwas Patel -Chairman of the Payments Council of India, Executive Director on the board of Infibeam Avenues Ltd and founder of CC Avenues -India's leading payment gateway says -
"This book is a must read for all marketing practitioners. It is very easy to complicate concepts but the challenge is to simplify them. Nimish has not only demystified concepts but has also provided relevant and real examples to make this book a great read. He has also split the marketing domain into two landmark phases the pre- Smartphone era and the current post Smartphone era where all the rules of conventional marketing have changed "

Dr. Parag Amin Dean of Marketing at SIES College of Management Studies in Mumbai says -
"I highly recommend this book to every marketer and to every student of sales & marketing.  It provides deep insights into local and global marketing success stories in a simple and lucid manner.  Being a part of the marketing faculty, I found this book very useful in terms of connecting theory with practice."

Anaggh Desai - expert in digital and retail marketing, CEO Happipress, ex CEO of Bombay Store and ex MD Damas India says -"An insightful look at marketing over a span of 20 years by Nimish. This book is not only a useful chronicle but is also a breezy and fun read."

Marketing Chronicles - A Compendium of Global and Local Marketing Insights from the Pre -Smartphone and Post - Smartphone Eras is available at leading bookstores and on ecommerce sites like Amazon India for just Rs. 199.  The Kindle version is available for just Rs. 99.

About the Author:
Nimish V. Dwivedi is a consumer marketing and financial services professional who has observed the changing and emerging landscape of marketing through living and working in Japan, Hong Kong, Singapore, UAE and Vietnam, besides always observing India outside in. Having graduated with a marketing major from one of India's top business schools - Jamnalal Bajaj Institute of Management Studies, Nimish has had the privilege of working with and learning from some of the best marketing professionals in the industry. Starting his career fresh out of campus as an Executive Trainee at Asian Paints, Nimish has worked in senior leadership roles at Citibank, Standard Chartered, Paypal, Mashreq Bank and is currently the Business Director Cards and Payments at VP Bank - FE Credit based in Vietnam. Nimish's articles on marketing and strategy have been published in Asian Wall Street Journal, Business Standard, Business Line, Brand Equity and other leading publications.

Excerpts from an interview...
The first Android smartphone was introduced in India in 2009. Did marketing shift immediately or took time?

Nimish: The marketing rules began changing in 2006 itself. It mainstreamed and magnified once smartphone penetration started to increase. Take movies, for example. Earlier people used to simply go watch or read reviews in the dailies on Sundays. From 2006 internet portals were brimming with reviews from the first show.  

How does it compare to worldwide trend?
Nimish: The world has become increasingly connected. As mentioned in the book, earlier a soft drink company could launch a new variant in India using a celebrity and some really likeable creative to get traction. But today the moment the ad is aired consumers will find out that this variant had been launched and failed miserably in Mexico.  A few tweets and some blog posts later information enabled customers will ensure that while the advertising worked, the variant fails in India too just as it did in Mexico.

What influenced marketing more - Smartphones or internet?
Nimish: From 2006 to 2009 not only did the Smartphones get traction and internet penetration increased, but what happened is consumers started accessing the net largely through Smartphones rather than desktops. The marketing model changed from establishing and building brand values through one-way communication to building brands through interactive customer experiences. I have elaborated this in the chapter on Customer Interaction Models.

What are the interesting aspects of pre and post smartphone era?
Nimish: The most interesting aspect as mentioned in the book is how despite all these massive technology shifts and fundamental changes in the way in which people consume media, how brands and categories actually have an afterlife. Referring to the chapter on The Afterlife of Brands and Categories look at the way mechanical watches have made a massive comeback in the technology enabled era of quartz, digital and smart watches. Despite huge choices in these segments’ customers aspire to have their wrists adorned with mechanical watches from Omega, Tag Heuer, Rolex and Patek Philippe. This is an amazing phenomenon. Or look at the way the Rover Mini of the 70s that we know as Mr. Bean's car has come back as the much-aspired BMW Mini Cooper.  

How do you see marketing evolve further as the basic phones have made a comeback too?
Nimish: That is an interesting question because there is a chapter in the book titled 'Slowing Down, Gaining Rapidly' which refers to how excessive connectedness is actually making customers seek ways to disconnect. While fast food continues to grow a whole segment of customers is moving away from fast food to the slow food movement which aims to impart access to healthy and nutritious food to everyone while ensuring that food is created in an Eco sustainable way. There are many such emerging trends covered in the book.
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