Crack The Marketing Case And Interview Like A Cmo

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Crack the Marketing Case and Interview Like A CMO

Author : Nitish Rai Gupta
Publisher : Bloomsbury Publishing
ISBN 13 : 9386141442
Total Pages : 180 pages
Book Rating : 4.3/5 (861 download)

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Book Synopsis Crack the Marketing Case and Interview Like A CMO by : Nitish Rai Gupta

Download or read book Crack the Marketing Case and Interview Like A CMO written by Nitish Rai Gupta and published by Bloomsbury Publishing. This book was released on 2016-10-18 with total page 180 pages. Available in PDF, EPUB and Kindle. Book excerpt: Crack the marketing case and interview like a CMO' is intended to help students and working professionals in their marketing case training and interview prep. It shows you how to acquire and become expert at skills required to solve any marketing case problem and successfully crack your marketing interview (personal and technical). It leverages Nitish's and the cmofactory.com team's extensive marketing experience (in more than 20 countries building brands for P&G, Coke, Yum etc) to cull out the first principles that can be used to approach any marketing situation or problem you are faced with. The principles listed in the book are simple & logical and can be readily used for any industry/category type. The book is a fantastic tool to gain perspective on what a Chief Marketing Officer looks for and it systematically goes about helping you develop and showcase those very skills. The frameworks and tools discussed in this book have been used to train thousands of students across all IIMs & top B-Schools and have got rave reviews unanimously

The Marketing Case Interview

Author : Marc Cosentino
Publisher :
ISBN 13 : 9780971015890
Total Pages : pages
Book Rating : 4.0/5 (158 download)

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Book Synopsis The Marketing Case Interview by : Marc Cosentino

Download or read book The Marketing Case Interview written by Marc Cosentino and published by . This book was released on 2013 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: "Case questions have been popping up in marketing interviews for years. They have become increasingly sophisticated as marketing strategies have exploded and the venues for advertisements have multiplied exponentially. Thanks to the digerati, this industry is changing at lightning speed. For the past two decades Marc Cosentino's work has towered over the field of case interviews. The Wall Street Journal calls his book Case in Point the MBA Bible which is one of the many reasons why Cosentino is the world's foremost authority on case interviewing. He is CEO of CaseQuestions.com and a popular and sought after speaker. Over the past 25 years he has advised and coached over 100,000 students and alumni."--amazon.com

Crack the Case

Author : David Ohrvall
Publisher :
ISBN 13 : 9780974442815
Total Pages : 348 pages
Book Rating : 4.4/5 (428 download)

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Book Synopsis Crack the Case by : David Ohrvall

Download or read book Crack the Case written by David Ohrvall and published by . This book was released on 2003-09 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Mastering the Case Interview

Author : Alexander Chernev
Publisher :
ISBN 13 : 9780982512692
Total Pages : 222 pages
Book Rating : 4.5/5 (126 download)

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Book Synopsis Mastering the Case Interview by : Alexander Chernev

Download or read book Mastering the Case Interview written by Alexander Chernev and published by . This book was released on 2011-01-01 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: Offering detailed advice on how to ace the case interview, this guide outlines the key interview principles, provides practical tips on writing a resume and carrying out the personal experience interview, and identifies strategies for mastering the case analysis.

Ask a Manager

Author : Alison Green
Publisher : Ballantine Books
ISBN 13 : 0399181822
Total Pages : 306 pages
Book Rating : 4.3/5 (991 download)

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Book Synopsis Ask a Manager by : Alison Green

Download or read book Ask a Manager written by Alison Green and published by Ballantine Books. This book was released on 2018-05-01 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: From the creator of the popular website Ask a Manager and New York’s work-advice columnist comes a witty, practical guide to 200 difficult professional conversations—featuring all-new advice! There’s a reason Alison Green has been called “the Dear Abby of the work world.” Ten years as a workplace-advice columnist have taught her that people avoid awkward conversations in the office because they simply don’t know what to say. Thankfully, Green does—and in this incredibly helpful book, she tackles the tough discussions you may need to have during your career. You’ll learn what to say when • coworkers push their work on you—then take credit for it • you accidentally trash-talk someone in an email then hit “reply all” • you’re being micromanaged—or not being managed at all • you catch a colleague in a lie • your boss seems unhappy with your work • your cubemate’s loud speakerphone is making you homicidal • you got drunk at the holiday party Praise for Ask a Manager “A must-read for anyone who works . . . [Alison Green’s] advice boils down to the idea that you should be professional (even when others are not) and that communicating in a straightforward manner with candor and kindness will get you far, no matter where you work.”—Booklist (starred review) “The author’s friendly, warm, no-nonsense writing is a pleasure to read, and her advice can be widely applied to relationships in all areas of readers’ lives. Ideal for anyone new to the job market or new to management, or anyone hoping to improve their work experience.”—Library Journal (starred review) “I am a huge fan of Alison Green’s Ask a Manager column. This book is even better. It teaches us how to deal with many of the most vexing big and little problems in our workplaces—and to do so with grace, confidence, and a sense of humor.”—Robert Sutton, Stanford professor and author of The No Asshole Rule and The Asshole Survival Guide “Ask a Manager is the ultimate playbook for navigating the traditional workforce in a diplomatic but firm way.”—Erin Lowry, author of Broke Millennial: Stop Scraping By and Get Your Financial Life Together

The Marketing Interview

Author : Lewis Lin
Publisher :
ISBN 13 : 9780998120454
Total Pages : 252 pages
Book Rating : 4.1/5 (24 download)

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Book Synopsis The Marketing Interview by : Lewis Lin

Download or read book The Marketing Interview written by Lewis Lin and published by . This book was released on 2018-05-10 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: In The Marketing Interview, Lewis C. Lin gives an industry insider's perspective on how to answer the most common and difficult marketing interview questions. The book will reveal: Answers to marketing interview questions Frameworks on how to tackle marketing case questions Biggest mistakes marketing candidates make at the interview Understand what interviewers are looking for, why they're looking for it, and how to deliver it This book is ideal for anyone who is interviewing any marketing role, including the most coveted roles in CPG, Tech, and Financial Services: CPG: P&G, Clorox, Kraft, Heinz, Nestle, Pepsi, Colgate, S.C. Johnson, Unilever, Reckitt Benckiser, Hershey Foods, Campbell Soup Company Tech: Apple, Amazon, Google, Facebook, Microsoft, Uber, Dell, HP, IBM, Cisco, Paypal, Yelp, Airbnb, Pinterest Financial Services: American Express, Visa, Citi, HSBC, UBS, Barclays, Santander, Standard Chartered, And more... Questions and answers covered in the book include: What promotional strategies would you use for a Honey Nut Cheerios campaign? Develop a social good campaign for Teavana. Should Hidden Valley increase the price of its ranch dressing? Kit Kat sales declined year-over-year. Why is that, and what would you do to address it? Tell me about a terrible product that's marketed well. And more... This new second edition includes chapters on digital marketing including: A/B Testing Landing Page Testing Lead Scoring And more...

Crack the Case System

Author : David Ohrvall
Publisher : Turtle Hare Media
ISBN 13 : 9780974442846
Total Pages : 536 pages
Book Rating : 4.4/5 (428 download)

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Book Synopsis Crack the Case System by : David Ohrvall

Download or read book Crack the Case System written by David Ohrvall and published by Turtle Hare Media. This book was released on 2011 with total page 536 pages. Available in PDF, EPUB and Kindle. Book excerpt: Crack the Case System is a complete training program, covering every aspect of the infamous "case interview" favored by top management consulting firms and a growing number of Fortune 500 companies. David Ohrvall's step-by-step approach combines practical instruction on structuring, analytics and communication, as well as insider tips and insights gained from training thousands of candidates. CTCS includes over 150 bonus videos on mbacase.com, 42 practice cases, homework and drills. About the author: David Ohrvall is the global expert on the topic of case interviews. A dynamic and sought-after speaker, he trains several thousand MBAs and undergraduates each year at premiere business schools around the world, including Wharton, Stanford, Harvard Business School, Chicago Booth, Duke's Fuqua School of Business, INSEAD, Oxford and Cambridge. David also has an extensive private coaching practice that has helped launch hundreds of candidates into consulting, venture capital, and a variety of industries. David is a former management consultant (Bain & Company), and a graduate of the Wharton School (MBA & undergrad). Learn more about David at www.mbacase.com.

Mastering the Case Interview

Author : Alexander Chernev
Publisher :
ISBN 13 : 9780979003905
Total Pages : 222 pages
Book Rating : 4.0/5 (39 download)

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Book Synopsis Mastering the Case Interview by : Alexander Chernev

Download or read book Mastering the Case Interview written by Alexander Chernev and published by . This book was released on 2007 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: Mastering the Case Interview outlines the essential interview principles and identifies strategies you can use to master the case analysis. It offers an overview of the most common types of problems given in case interviews, outlines a framework for approaching each type of case, and provides a variety of case interview examples. In addition, this book offers detailed advice on how to manage the interview process: it includes specific interview guidelines, provides sample questions and answers, and outlines practical strategies on how to ace the case interview.

Case Interview Questions for Tech Companies

Author : Lewis Lin
Publisher :
ISBN 13 : 9780998120416
Total Pages : 270 pages
Book Rating : 4.1/5 (24 download)

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Book Synopsis Case Interview Questions for Tech Companies by : Lewis Lin

Download or read book Case Interview Questions for Tech Companies written by Lewis Lin and published by . This book was released on 2016-10-04 with total page 270 pages. Available in PDF, EPUB and Kindle. Book excerpt: Case Interview Questions for Tech Companies provides 155 practice questions and answers to conquer case interviews for the following tech roles: Marketing Operations Finance Strategy Analytics Business Development Supplier or Vendor Management ...and Product Management -- QUESTIONS COVERED IN THE BOOK Here are some of the questions covered in the book: Marketing Create a marketing campaign for Microsoft Office 365. Write a media statement to respond to Uber mischaracterizations voiced in a taxi leader's newspaper op-ed. Operations Describe how Apple's supply chain works. What challenges does Apple face on a day-to-day basis? What's the bottleneck for an Amazon Robot Picker? And what is the capacity of the assembly line, in units per hour? During the holiday season, Amazon customers shipped 200 orders per second. Amazon's data science team discovered that the average number of orders waiting to be shipped was 20,650. How long did the average Amazon order wait to be shipped? Finance What should Apple consider before implementing a shop-in-shop store inside Best Buy? If you projected a $500M expense and the variance came in at $1M, what are some of the explanations for why that is happening? Be prepared to give more than three scenarios. Business Development A car dealer partner wants to stop doing business with Uber. What should you do? How would you identify university faculty to source content for an online university? Strategy If you could open a Google store anywhere, where would it be and why? Give your analysis of several recent acquisitions that Google has made. Analytics What top metrics would you track for the Tinder online dating app? If 1,000 people opened the Uber app during one hour, how many cars do you need? Product Management Let's say we wanted to implement an Amazon Mayday-like feature in Gmail. How would that work? How would you any Microsoft product to a restaurant? AUTHOR BIO Lewis C. Lin, former Google and Microsoft executive, has trained thousands of candidates to get ready for tech interviews, using his proven interview techniques. Lewis' students have received offers from the most coveted firms including Google, Facebook, Uber, Amazon, Microsoft, IBM, Dell and HP. Lewis has a bachelor's in computer science from Stanford University and an MBA from Northwestern University's Kellogg School of Management. He's the author of several bestsellers including Interview Math, Rise Above the Noise as well as Decode and Conquer. HERE'S WHAT PEOPLE SAY ABOUT THE AUTHOR "Got the Amazon offer, with an initial package that was $100K more than what I currently make at [a top 5 tech company]. It's a dream job for the role of Principal Product Manager for a [special project]. - Q.K. "Just signed the offer for a Google product marketing manager role. Your tips helped me relax and concentrate, so the time went by quickly even though it was really a tough interview." - D.E. "I had my in-person interviews down at Facebook last week and got my offer letter the next day! You were definitely a huge help in preparing for the interviews." - L.S.

Predictive Marketing

Author : Omer Artun
Publisher : John Wiley & Sons
ISBN 13 : 1119037336
Total Pages : 217 pages
Book Rating : 4.1/5 (19 download)

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Book Synopsis Predictive Marketing by : Omer Artun

Download or read book Predictive Marketing written by Omer Artun and published by John Wiley & Sons. This book was released on 2015-08-06 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Make personalized marketing a reality with this practical guide to predictive analytics Predictive Marketing is a predictive analytics primer for organizations large and small, offering practical tips and actionable strategies for implementing more personalized marketing immediately. The marketing paradigm is changing, and this book provides a blueprint for navigating the transition from creative- to data-driven marketing, from one-size-fits-all to one-on-one, and from marketing campaigns to real-time customer experiences. You'll learn how to use machine-learning technologies to improve customer acquisition and customer growth, and how to identify and re-engage at-risk or lapsed customers by implementing an easy, automated approach to predictive analytics. Much more than just theory and testament to the power of personalized marketing, this book focuses on action, helping you understand and actually begin using this revolutionary approach to the customer experience. Predictive analytics can finally make personalized marketing a reality. For the first time, predictive marketing is accessible to all marketers, not just those at large corporations — in fact, many smaller organizations are leapfrogging their larger counterparts with innovative programs. This book shows you how to bring predictive analytics to your organization, with actionable guidance that get you started today. Implement predictive marketing at any size organization Deliver a more personalized marketing experience Automate predictive analytics with machine learning technology Base marketing decisions on concrete data rather than unproven ideas Marketers have long been talking about delivering personalized experiences across channels. All marketers want to deliver happiness, but most still employ a one-size-fits-all approach. Predictive Marketing provides the information and insight you need to lift your organization out of the campaign rut and into the rarefied atmosphere of a truly personalized customer experience.

Aligned to Achieve

Author : Tracy Eiler
Publisher : John Wiley & Sons
ISBN 13 : 1119291771
Total Pages : 208 pages
Book Rating : 4.1/5 (192 download)

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Book Synopsis Aligned to Achieve by : Tracy Eiler

Download or read book Aligned to Achieve written by Tracy Eiler and published by John Wiley & Sons. This book was released on 2016-09-01 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: A smart, practical guide to rocket-powered business growth Aligned to Achieve puts sales and marketing on the same page, creating a revenue 'dream team' that will drive your organization to new heights. Smart, practical explanations, case studies, and tips guide you toward action over theory, and dozens of examples illustrate the tangible effects of these changes in action at business-to-business companies. Written by sales and marketing executives who have made alignment work, this book is directed toward practitioners and leaders seeking to crack the code of sales and marketing alignment. Contributions by industry thought leaders and B2B executives provide fresh perspective and nuanced direction, while thoughtful, strategic, and well-supported guidance throughout helps you remove the obstacles standing in the way of your organization's financial and strategic goals. Misalignment between sales and marketing is an age-old problem—frequently lamented, but seldom addressed. As this schism grows amidst the evolving marketplace, its effects on top and bottom line performance are being felt more than ever before. This book shows you how to bring sales and marketing together effectively once and for all, leveraging their strengths to build an unstoppable force for growth. Understand the cost of misalignment and the driving forces behind it Learn strategies for improving your culture, process, leadership, and technology to initiate and support alignment Identify the best places to modify your sales and marketing programs to kickstart collaboration and cooperation between your teams Discover how other companies are uniting their sales and marketing teams into a single force for growth Walk away with practical advice on how to apply recommendation in the real world Misalignment is frustrating for everyone in sales, marketing, and leadership. It's also detrimental to your organization's performance—but the problem is not insurmountable. In fact, most of the obstacles it creates are self-inflicted, and entirely within control of leadership. Aligned to Achieve helps you identify and remove those obstacles, and build a culture of sustainable growth.

Crack the C-Suite Code

Author : Cassandra Frangos
Publisher : Wharton School Press
ISBN 13 : 1613630859
Total Pages : 135 pages
Book Rating : 4.6/5 (136 download)

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Book Synopsis Crack the C-Suite Code by : Cassandra Frangos

Download or read book Crack the C-Suite Code written by Cassandra Frangos and published by Wharton School Press. This book was released on 2018-03-08 with total page 135 pages. Available in PDF, EPUB and Kindle. Book excerpt: A 2018 DIGITAL BOOK AWARD FINALIST FOR BEST BUSINESS BOOK Covered in Forbes, Fast Company, and Harvard Business Review, Crack the C-Suite Code is "a true insider's guide," according to Harvard Business School professor Boris Groysberg. How can I reach the C-suite? That is the most common question Cassandra Frangos hears from the executives she coaches. Many aspire to reach the C-suite, but the typical paths to the top are hard to find and difficult to follow. In Crack the C-Suite Code, Frangos reveals the hidden dynamics for reaching the C-suite. She offers expert guidance based on her experience as a consultant at Spencer Stuart and former head of global executive talent at Cisco, a company with 70,000 employees. Her deep research on the topic includes candid interviews with CEOs, hundreds of aspiring C-suite candidates, and the leading experts in the field. Frangos identifies four core paths you can follow to reach the C-suite: The Tenured Executive, The Free Agent, The Leapfrog Leader, and The Founder. To actively improve your chances for success, she presents: Insider knowledge from current CEOs and well-known executivesGuiding questions that clarify the risks and rewards associated with each pathAccelerators and derailers that either enhance or detract from your chances to succeedAdvice on how to leverage your experience, leadership brand, and mindset to help you land on the C-suite short listInsight on how the evolving role of the CEO affects your strategy to reach the top A career playbook for anyone who aspires to the top spot, Crack the C-Suite Code features advice from successful C-level leaders, including Accompany's Amy Chang, Goldman Sachs' Edith Cooper, Nest's Yoky Matsuoka, Cisco's Chuck Robbins, and Corning's Wendell Weeks. These and other top leaders from a broad range of companies, including Microsoft, Google, and General Electric, tell the stories of their success and help aspiring executives crack the C-suite code. "If you've ever wanted to really figure out how to ascend to the C-suite, this is your Rosetta Stone."—James M. Citrin, Leader, Spencer Stuart CEO Practice, and author, You're In Charge, Now What? "Frangos has created a roadmap for executives on the fast track." —Sylvia Ann Hewlett, author, Forget a Mentor, Find a Sponsor and Executive Presence

The Brand Mapping Strategy

Author : Karen Tiber Leland
Publisher : Entrepreneur Press
ISBN 13 : 1613083394
Total Pages : 164 pages
Book Rating : 4.6/5 (13 download)

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Book Synopsis The Brand Mapping Strategy by : Karen Tiber Leland

Download or read book The Brand Mapping Strategy written by Karen Tiber Leland and published by Entrepreneur Press. This book was released on 2016-06-20 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: If You Don’t Define Your Brand, Someone Else Will Define It for You Your small business is a brand. You as a business person are a brand! Imagine using a time-tested,strategic method to build your brandwith best practices for online marketing and more! Brand and marketing strategist Karen Tiber Leland helps entrepreneurs, business owners, CEOs, and executives create a brand by design instead of default, gain greater influence in their industries and companies, and become thought leaders in their fields. The Brand Mapping Strategy uses proven strategies, best practices and anecdotes from real life brand-building successes to give readers the tools they need to design, build, and accelerate a successful brand. Readers will be able to: Develop an overall blueprint for their brand using the Brand Mapping Process® Determine which online tactics (and in what combination) will work for their brand Expand the current brand outreach and contribution to a bigger audience in their industry, community, or the world at large Become a thought or industry leader, using clear positioning, a specific strategy for brand building, and a method for implementation Leverage content effectively and efficiently to build their brand Develop a marketing and social media strategy using the right platform

Talent Chooses You

Author : James Ellis
Publisher :
ISBN 13 :
Total Pages : 328 pages
Book Rating : 4.6/5 (49 download)

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Book Synopsis Talent Chooses You by : James Ellis

Download or read book Talent Chooses You written by James Ellis and published by . This book was released on 2020-06-03 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: If you want your business to grow, you need to be able to rely on your ability to hire talent reliably and consistently. No talent pipeline? No growth, and no business. But your recruiting team is drowning (I asked them). They need help. Now, if you ask recruiters, they will ask for headcount. Or more technology. But more bodies and more tools won't solve the issue (though it will eat up your budget). What you need a is a better strategy. And that strategy is called employer branding.Employer branding is about understanding, distilling and communicating what your company is all about in order to attract all the talent you need. That will differentiate your company as a place where people will want to work, rather than a place they land because they didn't know better.If you've heard about employer branding in business magazines, it might seem like something only "big companies" can do. Something that requires a dedicated team, expensive platforms, or a bunch of consultants. That isn't true. If you understand where your brand comes from, and how to apply it, any company (especially yours) can hire better with it.And this book will teach you how to do all of that, and then some.In this book, you'll learn what employer branding really is, how to make a compelling argument internally to leadership that creates commitment, how to work with other teams and be creative in finding solutions. As a special bonus, we are including a handbook on how to work with recruiting teams. This hands-on workbook is chock full of examples, checklists, step-by-step instructions and even emails you can copy and paste to make things happen immediately.

Pandeymonium

Author : Piyush Pandey
Publisher : Penguin UK
ISBN 13 : 9352140044
Total Pages : 262 pages
Book Rating : 4.3/5 (521 download)

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Book Synopsis Pandeymonium by : Piyush Pandey

Download or read book Pandeymonium written by Piyush Pandey and published by Penguin UK. This book was released on 2016-01-27 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: What makes Piyush Pandey an extraordinary advertising man, friend, partner and leader of men? How does he manage to exude childlike enthusiasm, and bring such deep commitment to his work? You’ve seen most of the things that Piyush Pandey has seen in his life. You’ve seen cobblers, carpenters, cricketers, trains, villages, towns and cities. What makes Piyush different is the perspective from which he views the same things you’ve seen, his ability to store all that he sees into some recesses of his brain and then retrieve them at short notice when he needs to. That ability combined with his love, passion and understanding of advertising and of consumers make him the master storyteller that he is. In Pandeymonium, Piyush talks about his influences, right from his childhood in Jaipur and being a Ranji cricketer, to his philosophy, failures and lessons in advertising in particular and life in general. Lucid, inspiring and unputdownable, this memoir gives you an inside peek into the mind and creative genius of the man who defines advertising in India.

Inside the C-Suite

Author : Jayaram Easwaran
Publisher : Harper Collins
ISBN 13 : 9352773705
Total Pages : 184 pages
Book Rating : 4.3/5 (527 download)

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Book Synopsis Inside the C-Suite by : Jayaram Easwaran

Download or read book Inside the C-Suite written by Jayaram Easwaran and published by Harper Collins. This book was released on 2018-11-10 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt: In the corporate world, one question that's often asked is, 'What does it take to reach the top and stay there?' Be it the fancy MBA in a hurry to get to the top or the hard-working manager slogging for years or the sycophant who flatters his way up the corporate ladder, the C-suite is the ultimate aspiration for everyone. Taking you right inside the C-suite, Jayaram Easwaran presents twenty-one stories based on real incidents during his three-decade career. Each story has a message that addresses the most pertinent problem of our work lives. Stories about the dilemma of being virtuous when the stakes are high, the pitfalls of judging a book by its cover, the dangers of blind ambition, ego squabbles among top brass and many others make this book a treasure-trove of wisdom. This is a book that will help you get your way in business and life.

Who me, Poor?

Author : Gayatri Jayaraman
Publisher : Bloomsbury Publishing
ISBN 13 : 9386606445
Total Pages : 192 pages
Book Rating : 4.3/5 (866 download)

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Book Synopsis Who me, Poor? by : Gayatri Jayaraman

Download or read book Who me, Poor? written by Gayatri Jayaraman and published by Bloomsbury Publishing. This book was released on 2017-07-18 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: The characteristics and reasons for urban poverty are manifold and seem to repeat across class structures: migration, culture shock, real estate costs and unrealistic expectations of city life, a lack of financial education, corporate cultures that perpetuate stereotypical workforces, a glamourised entrepreneurial culture that focuses on icons of spending instead of struggle, and economically and politically, the rise of the cashless credit economy and the demise of the thrift economy and its conservative icons. The book will use the case studies of young Indians, typically in their first or second jobs, migrants to major Indian metros, living in these conditions. The reasons for the poverty they experience are varied, and influenced by the industries they work for, their family backgrounds, other financial obligations, social stratas, and peer groups. There are so far, no studies available for this in India, and is a rising phenomenon in the US where it has been called 'poverty with no name'. Gayatri's short piece on the Urban Poor crossed 1.1 million views on Buzzfeed - the highest number for any Indian feature article to date.