Ramesh, M. Anil editor. Grover, Priya editor. Dasgupta, Sabyasachi editor. text enk 2019 2019 monographic eng 1 online resource (xix, 240 pages) ; cm 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. 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. Dr. M. Anil Ramesh, Dr. Priya Grover, and Dr. Sabyasachi Dasgupta, editors. Includes index. a-ii--- New business enterprises India Marketing Business & Economics Marketing General Sales & marketing HD62.5 .S73 2019 658.8 9781787567559 (e-book) 9781787567573 (ePUB) https://www.emerald.com/insight/publication/doi/10.1108/9781787567559 https://www.emerald.com/insight/publication/doi/10.1108/9781787567559 UtOrBLW 190715 20251029120200.0 9781787567559 eng