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Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication

More than a century before the Wright brothers’ first flight, humans were taking to the skies in hot air balloons. Today, with basic craft skills, you can bui

This text draws on research to develop and integrate a framework to help students understand factors that surround a firm's performance and the central role tha

Most startups fail. But many of those failures are preventable. The Lean Startup is a new approach being adopted across the globe, changing the way companies ar