Start-up marketing strategies in India

• Other Authors: Ramesh, M. Anil (Editor), Grover, Priya (Editor), Dasgupta, Sabyasachi (Editor)
• Format: Electronic eBook
• Language: English
• Published: Bingley, U.K. : Emerald Publishing Limited, 2019.
• Subjects: New business enterprises > India > Marketing.; elektronické knihy; electronic books
• ISBN: 9781787567559; 9781787567573
• DOI: 10.1108/9781787567559
• Physical Description: 1 online resource (xix, 240 pages) ; cm
• Item Description: Includes index.

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.