Dr. Deepak S. Kumar, Assistant Professor, Amrita School of Business, Coimbatore (ASB) published a chapter in the book, Smart Economy in Smart Cities - International Collaborative Research: Ottawa, St.Louis, Stuttgart, Bologna, Cape Town, Nairobi, Dakar, Lagos, New Delhi, Varanasi, Vijayawada, Kozhikode, Hong Kong.
The chapter, titled “Marketing and Branding of Calicut as a Smart City Destination” (Chapter 14, pages 359-389), uses the basic framework of creating value, communicating value and delivering value to explain the marketing process of Calicut (a district in Kerala, India) as a smart city destination. It identifies the four elements that are unique to the cultural and geographic aspects of Calicut -- Calicut cuisine, Uru (traditional vessel), Kalaripayattu (traditional martial art form) and Calicut trade hub – and derives their value propositions creating other aspects of the brand charter.
Two researchers from National Institute of Technology (NIT), Calicut, Ar. Lakshmi Manohar and Ar. Priyanka Singh, have co-authored the chapter with Dr. Deepak. Dr. Deepak is an alumnus from NIT Calicut and completed his Fellow program from Indian Institute of Management, Kozhikode (IIM-K).
At ASB, Dr. Deepak teaches courses on Marketing Management, Services Management, Product Policy, Brand Management and Strategic Management.
About the Book
Published by the global publishing company Springer, the book, Smart Economy in Smart Cities - International Collaborative Research: Ottawa, St.Louis, Stuttgart, Bologna, Cape Town, Nairobi, Dakar, Lagos, New Delhi, Varanasi, Vijayawada, Kozhikode, Hong Kong, is a part of the series ,Advances in 21st Century Human Settlements. The series focuses on the spectrum of human settlements – from rural to urban -- in different regions of the world and has contributions from various top-notch educational institutions such as IBM Centre for Business Analytics and Performance, University of Ottawa; Spratt School of Business and the Department of Systems and Computer Engineering, Carleton University, Ottawa; Chinese School of Planning and Architecture, Hong Kong University, Hong Kong; Stuttgart University of Applied Sciences, Germany; School of Planning and Architecture, New Delhi; University of Rome Tor Vergata, Italy and University of Maryland.