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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.
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ISBN : 9789390166824
Pages : 260
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