Marketing Promotional Strategies of Start-up Enterprises: A Systematic Examination of Past Literatures
Madhusudan Narayan1, Birajit Mohanty2, M.L. Vadera3, Suhasini Verma4, Mahesh Kumar5
1Madhusudan Narayan, Research Scholar, Department of Business Administration, Manipal University Jaipur, Rajasthan.
2Dr. Birajit Mohanty, Associate Professor, Department of Business Administration, Manipal University Jaipur, Rajasthan
3Dr. M. L. Vadera, Professor & Director, School of Business & Commerce, Manipal University Jaipur, Rajasthan.
4Dr. Suhasini Verma, Associate Professor, Department of Business Administration, Manipal University Jaipur, Rajasthan
5Mahesh Kumar, Research Scholar, Department of Business Administration, Manipal University Jaipur, Rajasthan.
Manuscript received on November 11, 2019. | Revised Manuscript received on November 20 2019. | Manuscript published on 30 November, 2019. | PP: 10670-10674 | Volume-8 Issue-4, November 2019. | Retrieval Number: D4277118419/2019©BEIESP | DOI: 10.35940/ijrte.D4277.118419
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Products, whether innovative or existing, are valueless to the society unless are brought out of the factories. They gain value only when information of the product is dispersed to those who can use or consume them. Marketing promotion strategy is a tactics used by the companies to disseminate information about the product to the perspective consumers and entice them to purchase their company’s products. Marketing promotion is a combination of various efforts that an enterprise pursues to contribute to sales growth by creating awareness, inducing sales and eventually enhance repeat sales by customers, thereby creating brand loyalty. This paper is a systematic review of a wide range of research papers on marketing promotional strategy of start-up entrepreneurs and how it how it affects the consumer’s cognitive thinking and purchasing behaviour.
Keywords: Marketing Promotion Strategy, Start-up Enterprise, Sales Growth, Brand Loyalty.
Scope of the Article: Marketing and Social Sciences.