TY  - BOOK
AU  - Ramesh,M.Anil
AU  - Grover,Priya
AU  - Dasgupta,Sabyasachi
TI  - Start-up marketing strategies in India
SN  - 9781787567559 (e-book)
AV  - HD62.5 .S73 2019
U1  - 658.11 23
PY  - 2019///
CY  - Bingley, U.K.
PB  - Emerald Publishing Limited
KW  - New business enterprises
KW  - India
KW  - Marketing
KW  - Business & Economics
KW  - General
KW  - bisacsh
KW  - Sales & marketing
KW  - bicssc
N1  - Includes index; Prelims -- Foreword -- Chapter 1: Who will wait: the client or the employees? -- Chapter 2: Building towers of happy clients: a case of FinMen Advisors Private Ltd -- Chapter 3: A road to adventure with happiness: from students to senior citizens -- Chapter 4: Miles to go but which road to take: an entrepreneurial dilemma -- Chapter 5: Loyalty comes with a price: a strategic up-scaling from USP loyalty cards in India -- Chapter 6: From green schools to green universities: going green in a soup! -- Chapter 7: Ajay's: big story of a small town QSR! -- Chapter 8: Raising funds for microenterprise: an elusive reality -- Chapter 9: Restless to relentless: Flowercycling® success -- Chapter 10: The growth pains of an innovative product: a case study of Coco Tang India -- Chapter 11: Shugan group in a fix: searching for a sustainable future -- Index
N2  - Start-up Marketing Strategies in India analyses real-life marketing challenges faced by Indian start-ups from across the marketing mix of Product, Price, Place & Promotion.Eleven original case studies discuss the experiences of successful Indian entrepreneurs across a wide variety of sectors, including Health Tech, Fintech, media and entertainment, and Fast-Moving Consumer Goods (FMCG). Each case investigates the dilemmas faced by Indian start-ups on issues in their marketing mix and presents guidance on practical ways to resolve them through fine-tuning the marketing strategy. A special focus is placed on the views and actions of the start-up founder(s) or CEO dealing with the dilemma, to highlight their innovative solutions.The book is a highly informative guide for entrepreneurs, marketing scholars and practitioners who wish to explore the marketing challenges that new companies face and find new ways to overcome them.
UR  - https://www.emerald.com/insight/publication/doi/10.1108/9781787567559
ER  -