ABSTRACT
Market analysis and research ...................................................................................................422 Developing a startup marketing strategy ............................................................................... 424 Building marketing effectiveness metrics ..............................................................................426 What works? Perceived effectiveness of marketing programs by startups .......................430 Using public relations to your benefi t ..................................................................................... 431
Research has indicated that one of the most important factors in the success of a startup company is its reputation, which has a strong bearing on the ability to attract and retain customers, obtain funding, recruit employees, and countless other necessary activities of a startup company. Particularly for a startup company, the marketing and sales departments play integral roles in building that reputation of a new entrant into the marketplace.
