Marketing Promotional Strategies of Start-up Enterprises: A Systematic Examination of Past Literatures

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.