Online from: 2011
Information: About this Collection
|Title:||Punascha: marketing strategies of a Bengali publisher|
|Author(s):||Subhadip Roy (Assistant Professor at IBS Hyderabad, IFHE University, Hyderabad, India), Sunny Bose (Research Scholar at ICFAI University, Dehradun, India)|
|Citation:||Subhadip Roy, Sunny Bose, "Punascha: marketing strategies of a Bengali publisher", Emerald Emerald Emerging Markets Case Studies, (2011)|
|Keywords:||4Ps, Book marketing, Case study, India, Marketing strategy, Punascha|
|Article type:||Case study|
|DOI:||10.1108/20450621111186174 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision making. The author/s may have disguised names; financial and other recognizable information to protect confidentiality.|
Title – Punascha: marketing strategies of a Bengali publisher.
Subject area – Marketing, Marketing environment, Marketing strategy.
Study level/applicability – Post Graduate (MBA), Executive Education Program.
Case overview – The present case study deals with the marketing strategies of Punascha (meaning re-beginning), a publisher of Bengali non-textbooks based in Kolkata, India. This case is suitable for teaching in Marketing Management course in a Post Graduate Program in Business Management. It could also be taken up for an executive program in marketing strategy. The case study is a live case study, which was based on in-depth interviews with the company people and company site visit. The case study discusses how Punascha started from a humble beginning in 1988 and became one of the leading publishers of Bengali books in India. The key focus of the case is on how a company can use marketing tools effectively (and uniquely) and become successful.
Expected learning outcomes –
Supplementary materials – Teaching notes.
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