rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Start-up marketing strategies in India
  name:
    name part: Ramesh, M. Anil
    role:
      role term: editor.
  name:
    name part: Grover, Priya
    role:
      role term: editor.
  name:
    name part: Dasgupta, Sabyasachi
    role:
      role term: editor.
  type of resource: text
  origin info:
    place:
      place term: enk
    date issued: 2019
    copyright date: 2019
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource (xix, 240 pages) ; cm
  abstract: 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.
  table of contents: 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.
  note: Dr. M. Anil Ramesh, Dr. Priya Grover, and Dr. Sabyasachi Dasgupta, editors.
  note: Includes index.
  subject:
    geographic code: a-ii---
  subject:
    topic: New business enterprises
    geographic: India
    topic: Marketing
  subject:
    topic: Business & Economics
    topic: Marketing
    topic: General
  subject:
    topic: Sales & marketing
  classification: HD62.5 .S73 2019
  classification: 658.11
  classification: 658.8
  identifier: 9781787567559 (e-book)
  identifier: https://www.emerald.com/insight/publication/doi/10.1108/9781787567559
  record info:
    record content source: UtOrBLW
    record creation date: 190715
    record change date: 20190715103526.0
    record identifier: 9781787567559
    language of cataloging:
      language term: eng