Relevant bibliographies by topics / Gerilla marketing

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  1. Journal articles
  2. Dissertations / Theses

Academic literature on the topic 'Gerilla marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 13 February 2022

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Journal articles on the topic "Gerilla marketing"

1

Dašić, Dejan, Nataša Milojević, and Aleksandra Pavićević. "Ethical aspects of guerrilla and ambush marketing." Ekonomski signali 15, no. 2 (2020): 49–69. http://dx.doi.org/10.5937/ekonsig2002049d.

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The paper analyzes the ethical aspects of guerrilla and ambush marketing in the time of the great crisis of the advertising industry and sponsorship agreements. Guerrilla marketing is a creative, imaginative, unexpected, unusual, aggressive, interactive, fun, cheap, inspiring, convincing, mobile and flexible way of achieving marketing goals. We can define ambush marketing as a tactic, which is contrary to the ethical principles of business, especially towards the competition in the form of other sponsors at a certain event. Unethicalness is highlighted in attempts to marginalize the activities
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Choiris, Septi Fahmi, and Adestya Ayu Armeilia. "Marketing Operational in Increasing the Level of Occupancy at Century Park Hotel Jakarta." ULTIMA Management 10, no. 2 (2019): 120–28. http://dx.doi.org/10.31937/manajemen.v10i2.986.

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AbstractOccupancy is one measure of the success of a hotel in the competition for market share. Such a large target is a challenge for the sales and marketing team in designing strategies for meeting the targets. There are more than 20 four star hotels located in Central Jakarta that are fighting for market share in order to meet hotel occupancy targets. One of them is Hotel Century Park Jakarta is a four star hotel located in Central Jakarta which has a target of high occupancy rate every day.With several new hotels growing rapidly today, Hotel Century Park Jakarta’s sales and marketing team
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3

Kusnandar, Deasy Lestary. "PENGARUH GREEN MARKETING TERHADAP PENGAMBILAN KEPUTUSAN DENGAN GENDER SEBAGAI VARIABEL MODERASI." Performance 24, no. 1 (2017): 13. http://dx.doi.org/10.20884/1.performance.2017.24.1.310.

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Penelitian ini bertujuan untuk mengetahui pengaruh green marketing terhadap keputusan pembelian dengan gender sebagai variabel moderasi. Lokasi penelitian ini adalah di Greenhost Boutique hotel yang terletak di Jl. Jl. Gerilya No. 629 Prawirotaman II Brontokusuman Yogyakarta Penelitian ini merupakan jenis penelitian kuantitatif dengan menggunakan metode survei yang diberikan kepada pengunjung hotel. Kemudian, objek penelitian dalam penelitian ini adalah green product, green price, green place, green promotion dan keputusan pembelian. Penentuan jumlah sampel pada penelitian ini adalah sebanyak
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4

Pinto Medeiros Neto, Jorge. "“Seja dono de uma obra de Oscar Niemeyer”: culturalismo, ações de City-Marketing e o recente processo de gentrificação em Niterói, RJ." Revista Ensaios 7 (February 12, 2018): 188. http://dx.doi.org/10.22409/re.v7i0.1606.

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As dimensões cultural e histórica têm sido utilizadas para legitimar políticas de urbanismo e ações de city-marketing através da ideia de planejamento estratégico. A cultura tem sido apropriada de forma mercadológica e inserida nos circuitos de consumo em diferentes cidades do mundo. As políticas de image-making atendem à lógica de que a cidade, ela própria gerida e consumida como uma mercadoria, precisa inserir-se em uma rede internacional para disputar e viabilizar a entrada de capital estrangeiro. Grandes projetos de “revitalização” de áreas centrais utilizam a recuperação do patrimônio his
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5

Simas, Tarciso Binoti, Sônia Azevedo Le Cocq de Oliveira, and Carlos Maviael de Carvalho. "As estratégias de marketing urbano do Porto Digital." Revista Brasileira de Estudos Urbanos e Regionais, December 3, 2020. http://dx.doi.org/10.22296/2317-1529.rbeur.202037pt.

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Porto Digital é uma política implantada no ano de 2000 e gerida por uma Organização Social (OS) que tinha como objetivos iniciais inserir Pernambuco no cenário tecnológico e contribuir com a revitalização do Bairro do Recife. Ao longo dessas duas décadas, essa OS se consolidou como um importante ator no planejamento urbano, ao associar conceitos em moda no debate sobre inovação. O objetivo deste trabalho é demonstrar como essas narrativas são instrumentalizadas como marketing urbano. Trata-se de uma pesquisa explicativa sobre a construção, a evolução e os principais impactos do Porto Digital,
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Dissertations / Theses on the topic "Gerilla marketing"

1

Lena, Wennerholm. "Djungeltelegrafen." Thesis, Malmö högskola, Fakulteten för kultur och samhälle (KS), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-21075.

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2

LINDBERG, MARIKA, and SEBAHAT ISMAILI. "Gerillamarknadsföring -Konsten att sprida ett budskap med knappa resurser." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20672.

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I genomsnitt utsätts vi för 3000 reklambudskap under en dag, men bara cirka 14 % av de okonventionella kampanjerna har någon effekt. Vi har blivit för medvetna om hur reklam påverkar oss och för kritiska mot media för att köpa dessa budskap. Jay Conrad Levinsons grundade för cirka 30 år sedan begreppet gerilla marknadsföring. Den här kreativa marknadsföringsmetoden var till en början tänkt för de företag som hade begränsade resurser. Metoden kan vara väldigt kostnadseffektiv och används idag flitigt bland både stora som små företag. Vi har valt att i vår uppsats lägga fokus på konsumenterna oc
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3

Gustafsson, Maria, and Johanna Grönvall. "”Advertising Nouveau” : en studie om okonventionell marknadsföring." Thesis, Högskolan i Borås, Institutionen Handels- och IT-högskolan, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-18112.

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Företag inom modebranschen står i dag inför en ökande konkurrenssituation. På grund av globaliseringen och interaktionen mellan kunder över internet, är konsumenterna idag mer medvetna än tidigare. Den största faktorn bakom den nya medvetenheten är den generation av unga människor som växt upp i en digitaliserad värld, benämnd som Generation Y. Företag får kämpa för att få konsumenternas uppmärksamhet och situationen beskrivs som ett marknadsföringskrig. Många marknadsförare misslyckas med att nå fram till konsumenterna med traditionella marknadsföringsverktyg som; reklam, PR, direktmarknadsfö
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4

Migliaccio, Filho Rubens. "Politica empresarial e suas repercussões na gerencia de imagem de uma organização gerida pelo governo: o caso da Empresa Brasileira de Correios e Telegrafos (ECT)." reponame:Repositório Institucional do FGV, 1996. http://hdl.handle.net/10438/8606.

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