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Marketing Communications Industry: Entrepreneurial Case Studies explores the innovative management practices adopted by some enterprising individuals that fostered creation and growth of new business formations without any support from large corporate houses. These new businesses were both competitive and based on application of ethical and innovative management tools. The book is a collation of analytical case studies about these new and emerging class of entrepreneurs and enterprises from diverse fields such as marketing research, public relations and event management, to name a few. The authors lay down both the theoretical and practical aspects of the desired management practices.
This book will be of interest to professionals involved in communication and entrepreneurship management, and branding, PR consultants, corporates, entrepreneurs and readers of business history. It is a must read for students and faculties of management schools.