Relevant bibliographies by topics / Guerilla Marketing

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Guerilla Marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 30 May 2022

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Journal articles on the topic "Guerilla Marketing"

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Nathwani, Prof Ashish, and Prof (Dr ). Sanjay Bhayani. "Ethical Issues of Guerilla Marketing." Indian Journal of Applied Research 3, no. 8 (October 1, 2011): 438–40. http://dx.doi.org/10.15373/2249555x/aug2013/141.

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Nur Fadhila, Siti Ayu. "Penggunaan Digital Guerilla Marketing Dalam Usaha Kecil Dan Menengah." Jurnal Studi Manajemen dan Bisnis 5, no. 2 (February 5, 2020): 95–100. http://dx.doi.org/10.21107/jsmb.v5i2.6660.

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Penelitian ini bertujuan untuk mengetahui (1) Prinsip dari strategi guerilla marketing dan (2) Penerapan strategi guerilla marketing dalam konsep digital marketing bagi Usaha Kecil dan Menengah (UKM). Jenis penelitian ini merupakan penelitian kualitatif dengan teknik pengumpulan data menggunakan studi literatur. Hasil penelitian menunjukkan, (1) terdapat 3 prinsip strategi guerilla marketing yatitu surprise effect, diffusion effect, dan low cost effect (2) penerapan strategi guerilla marketing dalam konsep digital marketing dapat dilakukan dengan cara penukaran poin belanja, menampilkan kuis, dan menjangkau konsumen dengan menampilkan testimoni secara suka rela dari konsumen yang merasa puas.
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Hutter, Katharina, and Stefan Hoffmann. "Guerilla-Marketing in der Unternehmenspraxis." WiSt - Wirtschaftswissenschaftliches Studium 44, no. 4 (2015): 188–93. http://dx.doi.org/10.15358/0340-1650-2015-4-188.

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Balážiová, Iveta, and Lucia Spálová. "Terminological and Historical Background of Guerilla Marketing as a Marketing Communication Strategy." Social Communication 6, no. 1 (January 1, 2020): 81–92. http://dx.doi.org/10.2478/sc-2020-0009.

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AbstractThis article deals with guerilla marketing and/or guerilla marketing strategy on the background of military attack strategies. The aim of this article is to grasp guerrilla marketing in a broader context, starting from the marketing and communication strategy, which is historically and terminology inspired by the military strategy of guerrilla attacks and/or by military strategy in general. The theoretical study is a meta-analysis of five scientific publications dealing with the overlays of military strategies and marketing to identify useful marketing and communication strategies. Guerilla marketing as an offensive-defensive strategy present among the attack strategies and it is described as a way for small and weaker businesses to compete with large corporations in the existing conflict and to act as challengers in the battle. An emphasis will be put on the primary characteristic of guerrilla warfare: it is a typical competitive struggle based on a series of small intermittent attacks and withdrawals.
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Klepek, Martin. "GUERRILLA MARKETING CONCEPT AND FURTHER RESEARCH POSSIBILITIES." Acta academica karviniensia 14, no. 3 (September 30, 2014): 79–87. http://dx.doi.org/10.25142/aak.2014.050.

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Damar-Ladkoo, Adjnu. "Guerilla Marketing of Fresh Organic Agricultural Products." Theoretical Economics Letters 06, no. 02 (2016): 246–55. http://dx.doi.org/10.4236/tel.2016.62027.

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Mbah Takwi, Francis, Bejanga Etonde Abene Sharon, Nchise Delphine Nchang, and Kiven Cynthia. "Guerilla Marketing Strategies of Neochurches in Cameroon." American Journal of Operations Management and Information Systems 5, no. 3 (2020): 49. http://dx.doi.org/10.11648/j.ajomis.20200503.13.

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Heeser, Alexandra. "Neue Wege im Recruiting: Haben Sie heute ein Foto für uns?" kma - Klinik Management aktuell 24, no. 07/08 (August 2019): 38–39. http://dx.doi.org/10.1055/s-0039-1694931.

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Bewerbung mit Spontan-Selfie oder per App? Der Wettbewerb um Klinikpersonal geht neue, mitunter skurrile Wege. Das Spektrum reicht von Guerilla-Marketing-Aktivitäten bis hin zu ausgefeilten Employer-Branding-Kampagnen.
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Hutter, Katharina, and Stefan Hoffmann. "Guerilla-Marketing – eine nüchterne Betrachtung einer viel diskutierten Werbeform." der markt 50, no. 2 (November 6, 2010): 121–35. http://dx.doi.org/10.1007/s12642-010-0046-3.

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Ay, Canan, Pinar Aytekin, and Sinan Nardali. "Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising." American Journal of Economics and Business Administration 2, no. 3 (March 1, 2010): 280–86. http://dx.doi.org/10.3844/ajebasp.2010.280.286.

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Dissertations / Theses on the topic "Guerilla Marketing"

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Hejkalová, Tereza. "Social Guerilla marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-85218.

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The diploma thesis deals with the social guerrilla marketing and its aim is to analyze the social guerrilla campaigns and to evaluate the suitability of the guerilla marketing for the social issues. The theoretical part describes marketing communications, new trends in communication, including guerrilla marketing, and also social marketing and social guerrilla marketing. The practical part includes the market research of guerrilla campaigns. The chosen campaigns are introduced and afterwards analyzed. Lastly, the suitability of this form of communication for the social issues is evaluated and the recommendations for future are suggested.
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Schmid, Christian. "Guerilla Marketing Phänomen und Erfolgsfaktoren /." St. Gallen, 2006. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/01653823002/$FILE/01653823002.pdf.

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Garay, Camila, and Emilia Millner. "Expressive Generation - Educational Guerilla Marketing." Thesis, Malmö högskola, Institutionen för konst, kultur och kommunikation (K3), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-23003.

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“A creative city requires creative solutions” was one of the many insights we got when conduction our examination project together with a Minor Field Study, in Cape Town/South Africa. This report is a window into our South African design adventure and explores the question; how can we create an expressive and dynamic campaign that will succeed in a vibrant city like Cape Town? Under the wing of our assigners at The Frank Joubert Art Centre we created an edgy and interactive campaign for The Expressive Generation Exhibition, that plays with both its environment and its viewer. Our extensive research gave birth to a new design concept; Educational Guerrilla Marketing, with the context of involving the young artists and designers in their own exhibition advertisement. So, how did we manage to combine a design examination project with a social-focused SIDA-report and at the same time get a life changing experience? The following pages will paint you the picture.
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Koktová, Silvie. "Guerilla marketing jako nový marketingový trend." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-197451.

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This diploma thesis examines one of the new trends of contemporary marketing, the so-called guerilla marketing. The theoretical part is devoted to the origin of guerilla marketing, its principles, advantages and disadvantages. Furthermore, I present different types of guerilla marketing and methods of their use. In the practical part, I discuss specific guerrilla campaigns and try to prove the nature of guerilla marketing where ideas can defeat the budget. The last part is devoted to questionnaire survey to determine the awareness of the Czech public about guerilla marketing and analyzed campaigns.
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Kutzborski, Regina. "Guerilla Marketing und Virales Marketing : Alternativen zur klassischen Werbung? /." Hamburg : Diplomica Verl, 2007. http://www.diplom.de/katalog/arbeit/10493.

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Kutzborski, Regina. "Guerilla Marketing und virales Marketing Alternativen zur klassischen Werbung?" Hamburg Diplomica-Verl, 2004. http://d-nb.info/987180207/04.

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Ertelt, Marek. "Struktura a využití Guerilla marketingu v praxi." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-75959.

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Dissertation "Structure and application of guerilla marketing in practise" is concerned with detailed analysis of different types of guerilla marketing. It finds recommendation for an application of each type in dependence on the type of company. It uses a lot of real examples for this purpose. This dissertation also offers modern rules for creating efficient and succesfull guerilla campain. It is also concerned with the guerilla marketing legislation.
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Horáčková, Simona. "Využití guerilla marketingu v předvolební kampani." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2015. http://www.nusl.cz/ntk/nusl-225060.

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This master´s thesis deals with application of guerrilla marketing at the election campaign. The first part contains the theoretical basis, which explain the marketing communication, current trends in marketing communications and define the concept of guerilla marketing, including establishment of this marketing trend. The practical part at first analyse a real election campaign, at the development and application I have participated. The campaign took place before the municipal elections in Humpolec in the autumn 2014. Then the work continues by a questionnaire survey, where I want to examine the knowledge of the term guerilla marketing to the general public, including opinion on a particular campaign, which took place in the city. In conclusion, I included proposals to improve the campaign for its next use.
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Klimeš, Tomáš. "Guerilla marketing a jeho využití v komerčních komunikacích." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-72172.

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The diploma thesis introduces Guerilla marketing as an unconventional method of commercial communication. The basics of traditional marketing are described in the first part of the work. Afterwards, the types of Guerilla marketing are presented whereas their advantages and possibilities are identified using practical examples. The consumers attitude toward the unconventional commercial communication is analyzed with the help of executed survey.
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Koišová, Stanislava. "Guerilla marketing a jeho využitie v komerčných komunikáciach." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162779.

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The topic of my thesis is "Guerilla marketing and its use in commercial communications." The main objective of my thesis is to define new forms of marketing communication and to assess their possible application in the segment of small and medium-sized businesses, with particular emphasis on guerilla marketing. The thesis has three basic parts. The first two chapters present a theoretical view on marketing, commercial communications and new trends in the field, as well as on Guerilla marketing, through its definition, the definition of its main characteristics and basic types. The third chapter is formed by introducing two specific marketing campaigns using tools typical for Guerilla Marketing and was concluded with the analysis of the questionnaire.
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Books on the topic "Guerilla Marketing"

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Krieger, Kai Harald. Guerilla Marketing. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-4045-2.

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Hutter, Katharina, and Stefan Hoffmann. Professionelles Guerilla-Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-02268-6.

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Hutter, Katharina, and Stefan Hoffmann. Professionelles Guerilla-Marketing. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-06779-3.

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Bob, Baker. Guerilla music marketing handbook. St. Louis, MO: Spotlight Publications, 2002.

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Al, Lautenslager, ed. Guerilla marketing in 30 days. 2nd ed. Irvine: Jere L. Calmes, 2009.

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Guerilla Web strategies. Scottsdale, AZ: Coriolis Group Books, 1996.

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1968-, Paris Helen, ed. The guerilla guide to performance art. London: Continuum, 2004.

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Levinson, Jay Conrad. Guerilla Marketing: Offensives Werben und Verkaufen für kleinere Unternehmen. 2nd ed. Frankfurt am Main: Campus Verlag, 1992.

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Guerilla marketing for free: 100 no-cost tactics to promote your business and energize your profits. Boston: Houghton Mifflin, 2003.

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From Fiorucci to the guerilla stores: Shop displays in architecture, marketing and communications. Milan: Marsilio, 2006.

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Book chapters on the topic "Guerilla Marketing"

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Krieger, Kai Harald. "Einführung in die Problemstellung – Guerilla Marketing als alternative Markenkommunikation in der Außenwerbung." In Guerilla Marketing, 1–12. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-4045-2_1.

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Krieger, Kai Harald. "Einordnung des Untersuchungsgegenstandes – Produktinszenierungen als Technik des Guerilla Marketing." In Guerilla Marketing, 13–28. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-4045-2_2.

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Krieger, Kai Harald. "Theoretischer Rahmen – Erklärungszugänge zur Werbewirkung von Guerilla Produktinszenierungen im Sensation Marketing." In Guerilla Marketing, 29–100. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-4045-2_3.

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Krieger, Kai Harald. "Empirischer Teil – Untersuchung von Guerilla Produktinszenierungen im Sensation Marketing." In Guerilla Marketing, 101–201. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-4045-2_4.

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Krieger, Kai Harald. "Abschließende Erkenntnisse der vorliegenden Arbeit und Implikationen für die Marketingforschung und -praxis." In Guerilla Marketing, 202–12. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-4045-2_5.

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Huber, Frank, Frederik Meyer, and Andrea Weihrauch. "Guerilla-Marketing-Aktionen." In Erlebniskommunikation, 151–69. Berlin, Heidelberg: Springer Berlin Heidelberg, 2011. http://dx.doi.org/10.1007/978-3-642-21133-1_9.

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Hutter, Katharina, and Stefan Hoffmann. "Guerilla-Stores als Guerilla-Variante des Retailing." In Professionelles Guerilla-Marketing, 113–29. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-06779-3_9.

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Hutter, Katharina, and Stefan Hoffmann. "Der Guerilla-Ansatz." In Professionelles Guerilla-Marketing, 3–22. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-06779-3_1.

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Hutter, Katharina, and Stefan Hoffmann. "Die Guerilla-Prinzipien." In Professionelles Guerilla-Marketing, 23–34. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-06779-3_2.

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Hutter, Katharina, and Stefan Hoffmann. "Die Guerilla-Effekte." In Professionelles Guerilla-Marketing, 35–42. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-06779-3_3.

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Conference papers on the topic "Guerilla Marketing"

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Išoraitė, Margarita. "Guerilla marketing strategy realization assumptions." In The 6th International Scientific Conference "Business and Management 2010". Vilnius, Lithuania: Vilnius Gediminas Technical University Publishing House Technika, 2010. http://dx.doi.org/10.3846/bm.2010.052.

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Kutluk, Aysegül. "Guerilla Marketing on the Internet and an Evaluation on the Tourism Industry." In International Conference on Eurasian Economies. Eurasian Economists Association, 2013. http://dx.doi.org/10.36880/c04.00765.

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At the present time, managements which can see and use alterations, they can remain stand and strive with their competitors. Changes are in managements only able to possible by using new strategies, that can make a management comperior under the competition clause. These strategies are: last trends, fun promotions, flash mobbings, guerrilla advertising and even the viral applications that can make people unwittingly a marketer. On the other hand, at the first times, while guerilla marketing was a method that small scale enterprise can struggle against the big bussiness, nowadays it is a very simple method which every management can apply easily.The aim of guerilla marketing is to make more sales, like traditional marketing. But, the methods that used, are different from eachother. This method try to find with very low budget some works, that will take place more higher from other traditional marketing methods' effects. This works have to be effective, different, enjoyable and unforgetable. That is possible to see them in out,on ethernet and somewhere of our life. Especially, these activities are organized contemplated by advertising agencies; diversified according to the imagination of the creators. Guerilla marketing and the other similar marketings are done especially online network in tourism sector of Turkey. The purpose of this study; is increasing the awareness of guerilla marketing as an alternative method in academic and sectorel context, that can increase the sales of tourism managements and at the same time can provide quickly and easily reach to their target group.
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