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.‎