28 countries, 4 different industries, 12 product/service lines, 7 global teams- it has been quite a ride for Amitabh this past 10 years!

He has been the proverbial hands-on guy of marketing, the “Private” in the thick of action during a war. Amitabh has seen the global warming in marketing across the last decade, from the first days of internet marketing to experiential. The one fact he says from this decade of his life is the fundamental shift from book-based theory to real-time marketing. Let’s say from a Phillip Kotler to a Neil Patel. No rules apply here, and strategies need overnight tweaking!

Amitabh has derived today’s marketing as a science of uncertainty and an art of probability and turned to writing to pen down the learnings from the day-today life of a 2017 marketer.

An active blogger, this is his first attempt at long form writing where he plays a devils advocate to leash the dark horse of marketing – ROI.