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.
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.