Marketing issues in SME's: cases from India
- Noida Pearson India Education Services Pvt. Ltd. 2013
- xii, 144 p.
Table of Content 1. NOVA Bicycle Industries: The Diversification Puzzle 2. Rakesh Chemicals (P) Ltd: The Pricing Muddle 3. Cheers Food and Beverages 4. Bookshells. Com: Issues in Product Management 5. Bharat International 6. Allumez Infotech: Social Marketing Approach to Business 7. Moniba Pumps: A Sales Enigma 8. Jawand Sons: The Domestic Market Entry 9. Prodigy Recruitment Consultants: Managing Brand Extensions 10. Gilltech Phyto World: The Marketing Strategy
Small and medium enterprises (SMEs) dominate our market and contribute to almost half of India's manufacturing output. In spite of this, smaller organizations have often failed to a significant degree due to lack of market understanding of this sector. Marketing Issues in SMEs offers a comprehensive analysis of the challenges faced by SMEs in India, and guides them to develop a coherent understanding of the required marketing strategies to avail better opportunities. This book is a compilation of ten case studies that highlight the entrepreneurial journeys from the real world. The intensive research and rigorous analyses is supported by a lively approach which provides valuable experience to students of marketing and upcoming entrepreneurs.