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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. About the Author Neeraj Pandey is professor at NITIE (National Institute of Industrial Engineering),Mumbai and Visiting Faculty, IIT Bombay and Johns Hopkins University, USA Gaganpreet Singh is Business Analyst, Viom Networks Limited (A Tata Enterprise) Table of Contetns Foreword by Rama Bijapurkar Preface Acknowledgements About the Author 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 Index