includes index and biblioraphy

Marketing Communications Industry: Enterpreneurial 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, 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 enterpreneurship management, and branding, PR consultants, corporates, enterpreneurs and readers of business history. It is a must read for students and faculties of management schools.