• Extensive case studies from diverse fields of administration, management and business
• Introductions from actual market players for each contribution
• Learning Objectives, Contributions and detailed Discussion Questions in each chapter
• Tables, Graphs, Figures, etc. for techniques introduced in the chapters
• Extensive coverage of

1. non-managerial disciplines like Anthropology, Sociology, Art History and
2. Derived applications in managerial discourses like HRM, Banking, Branding, Strategy, Advertising, Organisation Behaviour, etc.

• Introduction of new formats of non-quantitative data analytics in corporate communications

Section A: Technique of Paradox

1 From Beers to Cold Drinks: Technique of Paradox

1.1 On “Lifebuoy: Help a child reach 5”

1.2 On “A Day in the Life of India: Hockey Commercial by Times of India”

1.3 On the Chameleon in Accenture

1.4 On “Camlin – Permanent Marker Commercial”

1.5 On “The Frooti Life”

1.6 On “The girl sitting under the apple tree – OMO

1.7 On “McDonald’s Finland coffee seascapes”

Section B: Technique of Dialectic

2 Return of the Spectres: Technique of Dialectic

2.1 On the Other Side of the Moon

2.2 The Monkey Business: Anybody Can Do It!

2.3 We, the People of India: Love, Bollywood

2.4 I Look after your Back, but I’m also Breaking Even….

2.5 Equality: Why does it Remain Elusive?

2.6 Cut the TOP!!!

2.7 “REQUIEM FOR A DREAM”

2.8 Snippets from the Social Artist

Section C: Technique of Symbolic

3 Tom Cruise says, “You complete me”: The Technique of Symbolic

3.1 CLICK, CROP, COPY, SPEAK

3.2 To Microsoft Surface, with Love

3.3 You can Write a Bestseller

3.4 The Barometer

3.5 Role, Camera, Action

3.6 The Sixth Sense: Ways of Speaking/Listening

3.7 Theory of Association

3.8 The ‘Blue and Black’ Steve Jobs

3.9 From Rhizomes to Polyphyletics: The Rhetoric of Theatrics in Handicraft Advertisements

Pragyan Rath

Pragyan Rath (Ph.D.) is an Associate Professor with the Business Ethics and Communication group of the Indian Institute of Management Calcutta (IIMC). She did her Masters-in-Philosophy (MPHil) on the relation between poetry and paintings in the Critical Humanities Department of the Central Institute of English and Foreign Languages, Hyderabad (CIEFL). She has done her doctoral thesis on visual and verbal representations from the Humanities & Social Sciences department at the Indian Institute of Technology Bombay (IITB). She has researched extensively on visual culture with publications in national and international Journals and related paper presentations in the same. She has also authored The “I” and the “Eye”: The Verbal and the Visual in Post-Renaissance Western Aesthetics. She teaches Managerial Communications and Critical Diagnosis Skills to post-graduate, executive, and research students. She is currently developing a new model for corporate communications, which she tentatively calls the 'ekphrastic technology' (ekphrasis is the verbal representations of graphic designs).

K. Shalini

K. Shalini is currently a Research Assistant at the Indian Institute of Management Calcutta (IIMC). She had been a Teaching Assistant with the Business Ethics and Communication group at IIMC.  She did her MBA from National Institute of Technology, Durgapur (NIT-D), with specialisation in Human Resource and Organisation Behaviour. She has been a part of eclectic research efforts with diverse business administration domains. One of these efforts has been successfully translated into a paper titled 'Study of Present and Potential Market Standing of XTRA Premium of Indian Oil Corporation Ltd.' appearing in Explore in 2012.

Debankita Ray

Debankita Ray is currently working with Accenture India as an Instructional Design Analyst. She was associated with the Indian Institute of Management Calcutta from 2014 to 2016 as a Teaching Assistant with the Business Ethics and Communication group. She did her post-graduation in Mass Communication from University of Kalyani, with specialisation in Journalism. A documentary film, an advertisement, an in-house production and a dissertation paper on 'How Advertisement changed the world' are few among the many projects she has worked on.