Summary
Contents
Subject index
KEY FEATURES: Real-world examples from the field ensure that the practical concepts presented become concrete for readers. Numerous interviews with industry professionals from across the country and around the world are included at the end of each chapter to provide readers with snapshots of the agency experience. A chapter dedicated to social media (Chapter 6) offers students a comprehensive look at how companies utilize these important platforms An introduction to the PESO and ROSTIR models shows students how to adapt their campaigns to meet the needs of today's integrated agency environment. A chapter dedicated to tools and templates gives students exposure to real documents they'll need in their careers Arising from a need for a practical, honest guide outlining the inter-workings of agency life, this text can be utilized as a reference by both students and professionals alike.
Entrepreneurship and Business Development
Entrepreneurship and Business Development
Objectives
- Understand what practitioners need to consider before starting their own agency.
- Define core skills for agency leadership.
- Differentiate among agencies with local, national, and global scope.
- Underscore the value of entrepreneurial skills and a business development mind-set for all agency team members.
Why do practitioners choose to start their own businesses? Some may be born with an entrepreneurial spirit, but, for many, it’s a personal desire to create something and prove to oneself that they can accomplish it. For others, the journey can be less direct: perhaps it hits you after the fourth year of writing the same press release for the same event at the same company. Maybe it happens as your boss explains, yet again, why ...
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