TY  - BOOK
AU  - Ramesh, M. Anil,
AU  - Grover, Priya,
AU  - Dasgupta, Sabyasachi,
TI  - Start-up marketing strategies in India
SN  - 9781787567566
PY  - 2019///
CY  - Bingley
PB  - Emerald
KW  - New business enterprises--Marketing
KW  - Entrepreneurship
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."--
ER  -