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.
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