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03212nam a2200421 4500 |
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|a 9781787567559 (e-book)
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|a UtOrBLW
|b eng
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|c UtOrBLW
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|a HD62.5
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|a 658.8
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|a 658.11
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|a Start-up marketing strategies in India /
|c Dr. M. Anil Ramesh, Dr. Priya Grover, and Dr. Sabyasachi Dasgupta, editors.
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|a Bingley, U.K. :
|b Emerald Publishing Limited,
|c 2019.
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|c ©2019
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| 300 |
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|a 1 online resource (xix, 240 pages) ;
|c cm
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|a text
|b txt
|2 rdacontent
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|a computer
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|a online resource
|b cr
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|a Includes index.
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|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.
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|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.
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|a Print version record
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| 650 |
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|a New business enterprises
|z India
|x Marketing.
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| 650 |
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|a Business & Economics
|x Marketing
|x General.
|2 bisacsh
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| 650 |
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|a Sales & marketing.
|2 bicssc
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| 700 |
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|a Ramesh, M. Anil,
|e editor.
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| 700 |
1 |
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|a Grover, Priya,
|e editor.
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| 700 |
1 |
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|a Dasgupta, Sabyasachi,
|e editor.
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| 776 |
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|z 9781787567566
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|u https://www.emerald.com/insight/publication/doi/10.1108/9781787567559
|z Full Text via HEAL-Link
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