Start-up marketing strategies in India

Ramesh, M. Anil, Grover, Priya and Dasgupta, Sabyasachi (2019) Start-up marketing strategies in India. Emerald Publishing Limited, United Kingdom. ISBN 9781787567566

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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.

Item Type: Book
Keywords: Start-Up | India | Marketing Strategies | Challenges | Entrepreneurs
Subjects: Social Sciences and humanities > Business, Management and Accounting > Business and International Management
Social Sciences and humanities > Business, Management and Accounting > Marketing
JGU School/Centre: Jindal Global Law School
Depositing User: Gena Veineithem
Date Deposited: 28 Mar 2022 13:38
Last Modified: 01 Apr 2022 07:08
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