9 Secrets of Advertising is meant for young entrants into the world of advertising who would aspire to take on the mantle of leadership. To do so, they must understand the needs of advertising and have the courage to bring about changes in the business. To facilitate such change, Ram Sehgal delineates nine key areas as the focal point for leading change processes in advertising agencies. The book discusses best practices that need to be imbibed and the not-so-best practices which can be safely discarded. Peppered with anecdotes and examples, 9 Secrets is a treat for both young and veteran advertising professionals
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