Knowing a book backwards helps, but it really won't take you far. The
modern competition calls for individuals to be street smart. This takes
time and experience and is rightly achieved by cultivating good business
practices, knowledge of critical case studies, creative thinking
skills, networking opportunities and getting tuned to every update in
the industry. Real learning always happens outside a classroom
environment and it will be beneficial if you can find a mentor in the
industry and attend as many webinars, marketing meets and workshops as
possible.
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