TY  - BOOK
AU  - Kar, Sanjay Kumar
TI  - Makemytrip.com (A): Case
PY  - 2010///
CY  - India
PB  - Sage
KW  - Media Selection
KW  - Online Travel Services (OTS)
KW  - Positioning Strategy
KW  - Travel and Tourism Market
KW  - Viral Campaign
KW  - Case Study
N2  - The article focuses on the decision and move of founder and chief executive officer (CEO) Deep Kalra of an online travel service provider Makemytrip.com (MMT) on the launch of its online operations in India. It offers an overview of the company and its business model describing real-life situation and challenges at its strategic and operational levels. It discusses Indian travel and tourism market and competitive environment, Indian consumer and travelers, and product offerings and campaign

UR  - https://journals.sagepub.com/doi/epdf/10.1177/0256090920100107
ER  -