Start-up marketing strategies in India

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, in...

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Bibliographic Details
Other Authors: Ramesh, M. Anil, (Editor), Grover, Priya, (Editor), Dasgupta, Sabyasachi, (Editor)
Format: eBook
Language: English
Published: Bingley, U.K. : Emerald Publishing Limited, 2019.
Subjects:
New business enterprises > India > Marketing.
Business & Economics > Marketing > General.
Sales & marketing.
elektronické knihy
electronic books
ISBN: 9781787567559 (e-book)
9781787567573 (ePUB)
Physical Description: 1 online resource (xix, 240 pages) ; cm

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Table of contents

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245 0 0 |a Start-up marketing strategies in India /  |c Dr. M. Anil Ramesh, Dr. Priya Grover, and Dr. Sabyasachi Dasgupta, editors. 
264 1 |a Bingley, U.K. :  |b Emerald Publishing Limited,  |c 2019. 
264 4 |c ©2019 
300 |a 1 online resource (xix, 240 pages) ;  |c cm 
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500 |a Includes index. 
505 0 |a 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. 
520 |a 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.  
588 0 |a Print version record 
650 0 |a New business enterprises  |z India  |x Marketing. 
650 7 |a Business & Economics  |x Marketing  |x General.  |2 bisacsh 
650 7 |a Sales & marketing.  |2 bicssc 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
700 1 |a Ramesh, M. Anil,  |e editor. 
700 1 |a Grover, Priya,  |e editor. 
700 1 |a Dasgupta, Sabyasachi,  |e editor. 
776 |z 9781787567566 
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