I have a batch file that starts an app with a lot of command-line parameters:
\"C:\\Program Files (x86)\\Common Files\\Microsoft Shared\\DevServer\\11.0\\Web
An extra pair of rabbits' ears should do the trick.
start "" "C:\Program...
START regards the first quoted parameter as the window-title, unless it's the only parameter - and any switches up until the executable name are regarded as START switches.
START