Jain, Gautam Raj.Ahluwalia, Raunica,
Response Books (London, 2008) (eng) English9788132111948UnknownUnknownMARKETING--INDIA; Includes bibliographical references and index; Marketing Communications Industry (MCI) is critical to the Indian economy as it creates competitive advantages for sustenance of indigenous enterprises in the face of intense global competition and knowledge-based economy. Developments in the field of MCI are leading towards a new class of knowledge, savvy entrepreneurs and knowledge/technology driven enterprises.
The analytical case studies presented in this book are about the new breed of entrepreneurs who have started their ventures without the support of large corporations. They are known for employing highly ethical and innovative management practices in the realm of new venture creation and growth, and foster innovation and new business formations through an independent corporate setting.
Physical dimension
1 online resource (xiii, 189 p.)UnknownUnknown
Summary / review / table of contents
Foreword / Atul Tandan Acknowledgements --
Section A --
1. Introduction --
2. Review and Findings --
Section B --
3. Case Studies --
I. Strategy and Design: Elephant Design --
II. Wonderful Years: Genesis Public Relations --
III. The World of Internet and Mobile Phone Unplugged: Hungama.com --
IV. A New Beginning in Market Research: Ugam Solutions --
V. Venturing a Pioneering Way: MelCole Public Relations --
VI. It's Showtime Folks: Showtime Event Management --
VII. Communications for a New Age: Vyas Giannetti Creative --
VIII. A Turning Point in Public Relations: Hanmer & Partners --
IX. A New Paradigm in Marketing Research: GFK Mode Pvt. Ltd.