Overview

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.

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9788178298689

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Marketing Communications Industry: Entreprenuerial Case Studies explores the innovative management practises adopted by enterprising individuals that fostered creation and growth of new businesses without support from large corporate houses. It is a collation of case studies of enterprises from different fields. -- The Financial Express By highlighting the innovative management practices adopted by some enterprising individuals, this book impresses upon the fact that it is possible to create business entities without the help of large corporate houses. This book is a collation of analytical case studies about the 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. It is a must read for students and faculties of management schools. -- The Times of India This book explores the innovative management practices adopted by some enterprising individuals that fostered growth of new business formations. -- Deccan Herald

Author Information

Gautam Raj Jain, PhD, is Senior Professor and Executive Vice Chairperson, MICA–EDC, at the Mudra Institute of Communications, Ahmedabad, India. He has held various academic positions in premier management schools like the Indian Institute of Management Ahmedabad; Goa Institute of Management, Goa; Entrepreneurship Development Institute of India, Ahmedabad and Academy of Human Resource Development, Ahmedabad. He has also worked as an international consultant to United Nations Industrial Development Organization (UNIDO), International Labour Organization (ILO), United Nations Development Programme (UNDP), the European Union (EU) and PricewaterhouseCoopers (PwC). He has 27 years of academic, research and training experience; has conducted over 25 international workshops in Asian and African countries, in addition to 24 national training workshops in India. He has co-authored three books and published several papers in reputed journals and books. He has also presented several papers at national and international conferences. Raunica Ahluwalia is a Brand Planner and is associated with the Mudra Communications Pvt. Ltd, New Delhi, India. She has done postgraduation in International Business from IIFT. She is a recipient of MICA’s Post Graduate Diploma in Communications Management and was also one of the fi rst team members at the Entrepreneurship Development Centre at MICA. Working as a project associate, this book was her fi rst attempt to understand the innovative and passionate minds behind the entrepreneurial ventures in the communication industry. Working closely with the entrepreneurs, the desire to start a venture of her own rubbed off on her and she decided to start ‘Think’, her own training centre. She has conducted a series of workshops on self-development, innovative careers and lateral thinking for students and professional bodies.

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