It is business ethics that matters
Mohammad Mohabbat Khan takes delight in corporate matters
Dr. Ehsan Imdad's work, The Art of Marketing Communication and Corporate Culture, is a different kind of book for a number of different reasons. First, it addresses a new and more or less neglected area of marketing communication and corporate culture. Second, it attempts to link the two different areas with practical examples. Third, the book contains practical tips to make marketing a rewarding career. Fourth, the author shows with ease and finesse how a rather complex area, live marketing communication, can be made easy to understand. The book is divided into two parts. The first part, consisting of eleven chapters, is devoted to marketing communication. The second part on corporate culture includes eight chapters. A number of chapters in the first part, including client service "motivational technique" and "understanding the human race", contain information and tips of practical significance. Similarly, a number of chapters in the second part, like the ones on corporate culture, global corporate arena, attire, etiquette and core competencies for corporation can surely help our corporate executives to sharpen their skills and behavioral finesse to rise further in the corporate ladder. Overall, the book is an essential read for present corporate executives and CEOs as well as those business students who aspire to become successful executives in the future. The author wisely observes that business faculty professors do not usually make successful executives in corporations. The moral of the story is clear. You need to know from experience what you are lecturing on. Principles and theories may not come handy in the real business world. I conclude through a few words about the book. First, the book is full of observations based on the author's long experience with some of the top pharmaceutical and financial companies in the USA. It may be added here that the author has judiciously annexed his observations with wisdom. Second, Dr. Imdad's observations on how to be successful in marketing communication should be an eye-opener for our entrepreneurs. It would appear that the present state of marketing communication and corporate culture in this country could be immensely benefited from the understanding, appreciation, and adoption of observations made by Dr. Imdad. Third, it is imperative in view of the above that graduate level courses now offered in Bangladesh in business faculties at both public and private universities need to be redesigned to face the challenges that lay ahead. Finally, I would strongly recommend this book as a must read for researchers, business graduate students, and most importantly, entrepreneurs in our country. Dr. Mohammad Mohabbat Khan is an academic and teaches at the Department of Public Relations, Dhaka University .
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