03331nam a2200457Ii 4500 9781787567559 UtOrBLW 20251029120200.0 m o d cr un||||||||| 190715t20192019enk o 001 0 eng d 9781787567559 (e-book) 9781787567573 (ePUB) UtOrBLW eng rda UtOrBLW a-ii--- HD62.5 .S73 2019 KJS bicssc BUS043000 bisacsh 658.8 Start-up marketing strategies in India / Dr. M. Anil Ramesh, Dr. Priya Grover, and Dr. Sabyasachi Dasgupta, editors. Bingley, U.K. : Emerald Publishing Limited, 2019. ©2019 1 online resource (xix, 240 pages) ; cm text txt rdacontent computer c rdamedia online resource cr rdacarrier Includes index. 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. 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. Print version record New business enterprises India Marketing. 59482 Business & Economics Marketing General. bisacsh 57393 Sales & marketing. bicssc 57825 Ramesh, M. Anil, editor. 59483 Grover, Priya, editor. 59484 Dasgupta, Sabyasachi, editor. 59485 9781787567566 https://www.emerald.com/insight/publication/doi/10.1108/9781787567559 51476 51476