TY  - BOOK
AU  - edited by Ramesh, M. Anil
AU  - Grover, Priya
AU  - Dasgupta, Sabyasachi
TI  - Start-up marketing strategies
SN  - 9789390166824
U1  - 658.802 RAM-M 
PY  - 2019///
CY  - India
PB  - Jaico Publishing House
KW  - Business & Economics Marketing General
KW  - India
KW  - New business enterprises Marketing
KW  - Sales & marketing
N1  - 11 Real-Life Cases of Indian Start-Ups Analyse real-life marketing challenges faced by start-ups from across the marketing mix of product, price, place and 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 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  -