Relevant bibliographies by topics / Guerilla Marketing / Dissertations / Theses
To see the other types of publications on this topic, follow the link: Guerilla Marketing.

Dissertations / Theses on the topic 'Guerilla Marketing'

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

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles

Select a source type:

Consult the top 43 dissertations / theses for your research on the topic 'Guerilla Marketing.'

Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.

You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.

Browse dissertations / theses on a wide variety of disciplines and organise your bibliography correctly.

1

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

Full text
Abstract:
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.
APA, Harvard, Vancouver, ISO, and other styles
2

Schmid, Christian. "Guerilla Marketing Phänomen und Erfolgsfaktoren /." St. Gallen, 2006. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/01653823002/$FILE/01653823002.pdf.

Full text
APA, Harvard, Vancouver, ISO, and other styles
3

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.

Full text
Abstract:
“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.
APA, Harvard, Vancouver, ISO, and other styles
4

Koktová, Silvie. "Guerilla marketing jako nový marketingový trend." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-197451.

Full text
Abstract:
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.
APA, Harvard, Vancouver, ISO, and other styles
5

Kutzborski, Regina. "Guerilla Marketing und Virales Marketing : Alternativen zur klassischen Werbung? /." Hamburg : Diplomica Verl, 2007. http://www.diplom.de/katalog/arbeit/10493.

Full text
APA, Harvard, Vancouver, ISO, and other styles
6

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

Full text
APA, Harvard, Vancouver, ISO, and other styles
7

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.

Full text
Abstract:
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.
APA, Harvard, Vancouver, ISO, and other styles
8

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.

Full text
Abstract:
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.
APA, Harvard, Vancouver, ISO, and other styles
9

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.

Full text
Abstract:
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.
APA, Harvard, Vancouver, ISO, and other styles
10

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.

Full text
Abstract:
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.
APA, Harvard, Vancouver, ISO, and other styles
11

Šafaříková, Kateřina. "Guerilla marketing, problematika hodnocení a využití v kultuře." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-77893.

Full text
Abstract:
Master's thesis deals with guerilla marketing as one of the innovative ways how to promote. The theoretical part describes main characteristics and situation in the Czech Republic (including legislative regulation related to this topic and examples of campaigns). The practical part focuses on guerilla and its use in culture events like film, music festivals or books. It analyses a few campaigns, evaluates relevance of using this instrument and tries to find out what these campaigns have in common and what is different. Culture is creative and successful campaigns should be creative as well, which is confirmed by analysis.
APA, Harvard, Vancouver, ISO, and other styles
12

Nosková, Zuzana. "Guerilla marketing a jeho právní a reklamní aspekty." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-193456.

Full text
Abstract:
The theme of this thesis is "Guerilla marketing and its legal and advertising aspects". Guerilla marketing is a type of marketing tool used for nontraditional, innovative and sometimes shocking advertising campaigns. This thesis contains an analysis of the legal environment regulating this subject. Legal regulation of advertisement in the Czech Republic is a part of both the public and private law regulation. As a part of the thesis a questionnaire survey among the general public was carried out, the public was questioned about knowledge of the concept of guerilla marketing. Another part of the survey was carried out among professionals from communication agencies, their views of the current situation on the advertising market have been compiled. The practical part is concluded by a comparison of the Czech legislation with the legal regulation of advertising in American law.
APA, Harvard, Vancouver, ISO, and other styles
13

Schuler, Katrin. "Guerilla Marketing Ein Überblick über den aktuellen Stand von Guerilla Marketing und die Erwägung der Möglichkeiten und Grenzen einer Anwendung im Schweizer Bankensektor /." St. Gallen, 2007. http://www.biblio.unisg.ch/org/biblio/edoc.nsf/wwwDisplayIdentifier/04605341001/$FILE/04605341001.pdf.

Full text
APA, Harvard, Vancouver, ISO, and other styles
14

Hutter, Katharina [Verfasser]. "Unkonventionelle Kommunikationsformen im Marketing : die Wirkung von Guerilla-Marketing [[Elektronische Ressource]] / Katharina Hutter." Kiel : Universitätsbibliothek Kiel, 2014. http://d-nb.info/1053326157/34.

Full text
APA, Harvard, Vancouver, ISO, and other styles
15

Koblásová, Jana. "Moderní marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-17742.

Full text
Abstract:
The publication shows summary of the historical development of marketing and the latest marketing methods of 21st century. This work assesses households' access to selected information and communication technologies, and proposes a business opportunity in the area of multimedia.
APA, Harvard, Vancouver, ISO, and other styles
16

Svobodová, Karolína. "Návrh guerillové kampaně pro společnost Baliarne obchodu Poprad." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2016. http://www.nusl.cz/ntk/nusl-240557.

Full text
Abstract:
The aim of this diploma thesis is the proposal of guerilla campaign in a company Baliarne obchodu Poprad, a.s.. Introduction of the theoretical part explains basic knowledge of advertising, various types of guerilla and serves as a base for empirical part, in which I analyze current status of external and internal environment of the company. Based on identified weaknesses of the comapny is guerilla campaign designed to appeal to wide range of customers, new target group and the mark has become well known throughout the territoty of Slovak republic.
APA, Harvard, Vancouver, ISO, and other styles
17

Bachmayer, Martina. "Multiplikationsmarketing : das neue Marketingtool für erfolgreiche Unternehmen." Hamburg Diplomica Verlag, 2008. http://www.wiso-net.de/r%5Febook/webcgi?START=A60&DOKV%5FDB=DIPL,ADIP&DOKV%5FNO=9783836601603168&DOKV%5FHS=0&PP=1.

Full text
APA, Harvard, Vancouver, ISO, and other styles
18

Welling, Monika. "Guerilla-Marketing in der Marktkommunikation : eine Systematisierung und kritische Analyse mit Anwendungsbeispielen /." Aachen : Shaker, 2005. http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=013345718&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA.

Full text
APA, Harvard, Vancouver, ISO, and other styles
19

Klimešová, Aneta. "Guerilla marketing jako netradiční forma marketingové komunikace v porovnání s tradičním komunikačním mixem." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193631.

Full text
Abstract:
The objective of the diploma thesis is to find out the general utilization of Guerilla Marketing. It focuses particularly on attitudes of companies and customers dealing with this nontraditional form of marketing communication. Finally it compares these attitudes with utilization of traditional forms of Communication Mix. The theoretical part focuses on history of communication, communication process, traditional communication mix, guerilla marketing and their mutual comparison. It is followed by practical part, which focuses on knowledge of approaches and utilization of guerilla marketing in six interviewed companies of different fields and sizes. Attitudes of consumers on traditional forms of marketing communication are derived from the secondary research, based on MML -- TGI data. The secondary research is followed by the primary research., which finds out the approach and the knowledge of guerilla marketing of customers. It compares this approach with their knowledge of traditional communication mix. The questionnaire was distributed through email to 200 consumers in total and was evaluated by 168 customers. The diploma thesis is concluded by complete evaluation, which at first highlights the effectivness of utilization of traditional advertising in television in the near future. Aditionally it takes in consideration opportunities of internet and social networks future and integration of guerilla marketing into the traditional forms of promotion. In conclusion author suggests few recommendations for companies, who want to use guerilla marketing in the future.
APA, Harvard, Vancouver, ISO, and other styles
20

Osoha, Štěpán. "Aplikace mezinárodních guerillových kampaní na český trh - nWave s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-196949.

Full text
Abstract:
The first part of this thesis is devoted to the theoretical definition of marketing, marketing communications, and the very concept of guerilla marketing and its historical development. The following sections describe the various forms of guerilla marketing that are demonstrated in foreign, as well as Czech campaigns. The practical part is devoted to developing a communication campaign with the internet portal Posilka.tv, which was created and implemented by an advertising agency nWave s.r.o., using theoretical knowledge from the previous sections and thus offering their practical application.
APA, Harvard, Vancouver, ISO, and other styles
21

Nejedlý, Michal. "Využití gerilového marketingu v praxi mezinárodních firem." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-3878.

Full text
Abstract:
The objective of this thesis is to analyze and find the exact definition of the Guerilla Marketing with use of the specialized literature and practical examples. Another goal is to make the specific process of using and implementing guerilla marketing campaigns. This topis was choosen considering the fact, that classical forms of advertising are stepping back and lot of companies are nowadays using the modern marketing trends. One of them is guerilla marketing.
APA, Harvard, Vancouver, ISO, and other styles
22

Moudrá, Martina. "Virální a guerillový marketing v kultuře." Master's thesis, Akademie múzických umění v Praze.Divadelní fakulta. Knihovna, 2012. http://www.nusl.cz/ntk/nusl-155942.

Full text
Abstract:
Master´s thesis Viral and Guerilla Marketing in Culture rises on the definiton of viral marketing as a way of spreading information and guerilla marketing as an attitude. Viral spreading of the information is as old as the advertisment itself but new media provided another dimension and context. For art viral and guerilla marketing represent utilized capacity as culture can take advantage of its viral character (spreading) and guerilla character (fight for a better world, surprise moment, search for new ways of promotion). Basic statement of this thesis is that cultural organizations do not trade on the potential of viral and guerilla marketing. The statement was confirmed by analysing the audience of arts, specifics of arts marketing compared to the marketing of goods, defining viral´s and guerilla´s strong points and weaknesses, activation of the public space in favor of arts and in last but not least analysing of the case studies and research of knowledge and usage of viral marketing in Czech arts organizations.
APA, Harvard, Vancouver, ISO, and other styles
23

Zíková, Kristýna. "Nové trendy v marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-165327.

Full text
Abstract:
The aim of this thesis is to analyze three Czech guerilla campaigns (Vodafone -- "Gone with fake reindeer", Postovni spořitelna -- "There is already closed, the bank at your post office is open", www.skoly.cz -- "I had to learn better"), which subsequently will evaluate and compare the individual results. Based on the results I show what consumers attitude to this type of marketing communication. In conclusion I create a guerilla campaign, for opening of a new tanning salon.
APA, Harvard, Vancouver, ISO, and other styles
24

Horká, Sabina. "Návrh komunikační strategie produktu GoGirl se zaměřením na český trh." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-125176.

Full text
Abstract:
The Master Thesis deals with the marketing communication planning process of a product GoGirl. The aim of this thesis is to find the way of the optimal combination of communication tools and its utilization which not only will respect the conditions of the Czech market but also due to which appointed communication goals will be fulfilled. Furthermore, the thesis takes into account the issue of limited financial resources not only of small entrepreneurs but, thanks to the growing pressure for the cost reduction, also of big corporations. Due to this fact, the thesis examines how to create an efficient communication strategy both with the usage of unconventional marketing methods but also with the maximum respect of all marketing approaches.
APA, Harvard, Vancouver, ISO, and other styles
25

Evestål, Hanna, Annie Karlsson, and Axel Nordgärd. "Vad förväntade du dig egentligen? : En studie om förväntningar på gerillamarknadsföring." Thesis, Linnéuniversitetet, Institutionen för organisation och entreprenörskap (OE), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-36173.

Full text
Abstract:
Inledning: En förväntning är en sinnesstämning som människor känner kring något eller någon innan de kommer i kontakt med objektet. Detta grundar sig i många fall i en positiv känsla över hur något kommer att bli och har vissa krav som den ämnar leva upp till. Varje dag utsätter människan sig för situationer där förväntningar skapas. Förväntningar kan även mätas innan, under, samt efter någonting utförts. Du kan till exempel gå in med en rad förväntning innan du utför ett uppdrag vilka självklart hänger med genom hela processens gång. Under en kampanj kan det kännas att det matchar exakt dina förväntningar eller kanske skiljer sig markant. Under själva processen är det även vanligt att nya förväntningar uppkommer. Efter själv uppdraget känns det ofta som att förväntningarna är uppfyllda eller inte. Vid utförandet av en kampanj kan företaget leverera en väldigt bra kampanj som uppfyller många krav, men det var inte som kunden hade förväntat sig och således medför det en negativ påverkan på förväntningarna. Kampanjen kan även slå snett och således direkt påverka kundens förväntningar till de sämre. Eller så är kampanjen inte speciellt bra, men det var mer än vad kunden hade förväntat sig och således blev deras förväntningar överträffade. Gerillamarknadsföring syftar till att utföra en okonventionell marknadsföringskampanj som står ut från de normala normer och regler som följs i traditionell marknadsföring. Syftet är att utföra en jämförande studie av de utvalda fallkampanjerna för att ta reda på om intervjuobjektens förväntningar stämmer överens med resultatet. Metod: En kvalitativ forskningsansats har valts för just denna studie då det syftar till att undersöka och studera hur förväntningar i våra fallkampanjer stämmer överens med deras resultat. Vår studie tar sin utgångspunkt i en icke-dualistisk ontologi med ett det abduktiva förhållningssättet. Tre stycken gerillakampanjer har granskats och för insamlingen av det empiriska materialet har semi-strukturerade intervjuer och telefonintervjuer tillämpats.    Resultat: Det visade sig att alla aktörer i samtliga kampanjer fick sina förväntningar uppfyllda eller överträffade, detta beror på att dem alla gick in i kampanjerna med olika erfarenheter och krav på sina förväntningar. Det går även att avläsa att alla är nöjda med gerillamarknadsföringens genomslag och kommer att använda sig av detta igen.
Introduction: An expectation is a frame of mind that people feel about something or someone before they are in contact with the object. This takes ground in a positive feeling over how something is going to be or demands they will live by. Every day people are exposed for situations when expectations are created. Expectations can be measured before, under and after something is completed. You can build up a range of expectations before you complete a mission, which is a given through the whole process. During the campaign it can feels like it matches your expectations or maybe distinguishes significant. During the process it is usual that new expectations discovers. After the mission you can see if the expectations was satisfying or not. Throughout the campaign the company can either deliver a splendid campaign that satisfies many demands but it wasn´t anything that the customer expected and therefore it had a negative effect on their expectations. The campaign can also turn out awry and directly affect the customer’s expectation for the worse and on the other way, the campaign can turn out not so good and still be more then the customer expected. This will result in that the customer’s expectations were exceeded. Guerrilla marketing aims to perform an unconventional marketing campaign that stands out from the social norms and rules, which are followed, in traditional marketing.   The purpose is to accomplish a comparative study of selected cases campaigns to find out if the interview objects expectations are consistent with the results. Methodology: A qualitative research approach has been chosen for this particular study as it aims to investigate and study how the expectations in our campaigns agree with their results.  Our study take it´s ground in a non-dualistic ontology with the abductive approach. Three guerrilla-campaigns have both been criticized and we have used semi-structured interviews and telephone interviews to collect empirical data.    Results: It turned out that all participants in the campaigns got their expectations filled or exceeded, this can be since every participant entered the campaign with different experiences and demand on their expectations. It is also accessible to see that everyone is pleased with the effect of guerilla marketing and will use it again.
APA, Harvard, Vancouver, ISO, and other styles
26

Grant, Philip. "Exploring Branded Flash Mobs : A study of the impact of branded flash mobs on consumer behavior and consumer experience." Doctoral thesis, KTH, Industriell marknadsföring, 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-145132.

Full text
Abstract:
The desire of every marketer is to develop and maintain strong customer relationships. One way this can be accomplished is through effective advertising. Marketers have recently begun to brand flash mobs as a way to effectuate strong brand relationships. Even so, it is unclear whether or not the branding of flash mobs supports or frustrates this pursuit. Therefore, the goal of this thesis is to help marketers understand the potential impact that branded flash mobs may have on consumer behaviour and brand relationships. Since these interactions are complex we need to observe the convoluted whole from untangled vantage points. Marketing scholars and researchers must then attempt to understand the latent opportunities and unsuspecting dangers when branding a flash mob. Toward answering this end, four distinct research studies were used to examine the phenomenon from four different perspectives. The aim of the first paper is twofold. First, it deductively seeks to understand how to categorize branded flash mobs within the marketing literature through an historical and cultural analysis of the phenomenon. Exploratory in nature, this study then employs a mixed methods approach to understand how marketers are currently using flash mobs, and more importantly, if branded flash mobs are an effective tool of communication and persuasion. In the second paper, a field experiment was conducted to assess the impact of a branded flash mob on consumers’ emotions, consumer experience and connectedness in a public market. Qualitative interviews were used to capture the data. Shifting perspectives, the third paper seeks to understand why some branded flash mobs fail to ‘go viral’. Using of a number of focus groups, participants were asked to watch several branded flash mob videos and discuss their willingness to share them online (e.g., email, Facebook, or Twitter). Toward a better understanding of the impact of branded flash mobs on brand equity, the final paper evaluates viewers’ attitude toward the ad. Using netnographic techniques (Kozinets, 2002) 2,882 YouTube comments from three virally successful branded flash mobs ads were examined to understand how branded flash mobs affect brand equity. Responses grouped into one of four archetypical attitudes, each of which has a distinct impact on brand equity. Motivated by the potential for widespread exposure at a relatively low cost, marketers continue to produce branded flash mobs. Sometimes they are fresh and creative, while at others they are out of tune with the spirit of the phenomenon. This thesis uncovers the impact of these efforts on consumer behaviour and brand equity, and concludes with a guide for managers to consider when planning their next branded flash mob. An acknowledgement of the limitations and an outline for directions of future research are also presented.

QC 20140521

APA, Harvard, Vancouver, ISO, and other styles
27

Ackermann, Daniel, and Tim Kruisman. "Public attitudes towards the use of marketing and communication by global non-profit organizations." Thesis, Växjö University, School of Management and Economics, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:vxu:diva-1482.

Full text
Abstract:

Title: Public attitudes towards the use of marketing and communication by global non-profit organizations

Background: The importance of the non-profit sector and the commercialization in it is increasing. The organizations have to deal with more competition in the fundraising market on the one hand, and they are on the other hand confronted with people who are blocking the recognition of conventional marketing expressions. Guerrilla marketing is seen as a possibility to penetrate the jungle of marketing and create word of mouth about the organization and its activities.

Purpose: This thesis evaluates the public attitudes towards the increasing use of marketing and communication by global non-profit organizations and investigates for which objectives the use of guerrilla tactics in the marketing and communication mix would be accepted.

Limitations: Though the data for this thesis was collected through questionnaires in Sweden, Germany and The Netherlands, there are no country dependent differences investigated.

Theory: Classification of NPOs; aims of NPOs; basic model of communication; dynamic model of expectations; relationship between expectation, satisfaction and donations; marketing mix; guerrilla marketing; viral marketing; live buzz marketing; promotional mix; word of mouth.

Method: Survey with more than 100 participants; interview with the fundraising responsible of Greenpeace Germany

Findings and Conclusions: The public accepts the use of marketing and communication and the therefore necessary expenditures for the purpose to spread the message and gain donators. Openness and honesty in the NPOs’ behaviour are considered more important than the use of less money for marketing and communication. Guerrilla marketing is not suitable for all aims of a NPO, but is accepted in order to spread the message and increase the media coverage.

APA, Harvard, Vancouver, ISO, and other styles
28

Harudová, Kateřina. "Moderní metody marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-76968.

Full text
APA, Harvard, Vancouver, ISO, and other styles
29

Деречинский, Ю. Н., and М. С. Волина. "Партизанский маркетинг как способ обеспечения эффективности малого бизнеса." Thesis, ТОВ «ДД «Папірус», 2013. http://essuir.sumdu.edu.ua/handle/123456789/37298.

Full text
Abstract:
Использование партизанского маркетинга – это требование, диктуемое современными рыночными реалиями и гарантирующее выживаемость, эффективность и прибыльность малого бизнеса в условиях ожесточенной конкурентной борьбы.
APA, Harvard, Vancouver, ISO, and other styles
30

Bartáková, Kateřina. "Marketingová komunikace obchodní firmy Archmanic s.r.o." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2010. http://www.nusl.cz/ntk/nusl-412963.

Full text
Abstract:
The target of this thesis is to design appropriate communication tools and channels from Marketing Communications area mainly for Business companies which engage in architectonic and project field. Recourses of this thesis will be theoretical findings from area of contemporary trends in Marketing Communication. These are applied in an analysis of present day state of the company. They are an initial point for particular design of Marketing Communication of the given company herewith.
APA, Harvard, Vancouver, ISO, and other styles
31

Holmström, Sofia, and Ulrika Persson. "Nålen i höstacken : En studie i hur Kalmar kommun kan kommunicera med unga genom sociala medier." Thesis, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12214.

Full text
Abstract:
The municipality of Kalmar have a problem, how to reach and communicate with young people in Kalmar. In today’s changing media environment it gets more difficult to stand out and reach audience with messages and especially with the new forms of media that has revealed. Therefore, we have been commissioned to develop recommendations on how the municipality of Kalmar can communicate with young people in Kalmar.    The purpose with this study is to investigate which media channels young people in Kalmar use and their attitudes towards social media in particular. We wanted to find out how the municipality should communicate to reach them and what attitude youths have against the municipality in general. In our study we used a qualitative approach in order to go deeper into the study and find out what opinions young people have against the municipality instead of just scratching the surface.   Our conclusion from this study is that the municipality should make use of social media to communicate with the younger people living in Kalmar. This is the most popular form of media among youngsters and a way for the municipality to communicate with the young people’s platform. We also came to the conclusion that it is important to have a new thinking and creative mind when it comes to communication with young people through social media.
APA, Harvard, Vancouver, ISO, and other styles
32

Skořepová, Ivana. "Nové trendy v marketingu aplikované na farmaceutický průmysl." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-73960.

Full text
Abstract:
The Purpose of the thesis is in the theoretical part to describe the complete marketing as a whole including marketing mix with a special focus on the new trends in the marketing having regard to the pharmaceutical industry. The practical part will be focussed to an aplication the new trends in marketing to the pharmaceutical industry with respect to the etic code and to the law in the Czech Republic.
APA, Harvard, Vancouver, ISO, and other styles
33

Nilsson, Jennifer, Helén Liljenroth, and Petra Lorenzon. "Hur kan Vita Renen synas i snö? : En studie om marknadsföringsaktiviteter hos ett avlägset beläget litet företag." Thesis, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-14771.

Full text
Abstract:
Background and Problem discussion: Consumers are reached by an average of 3000 marketing messages daily which proves that a company’s marketing needs to be strong and characteristic in order not to lose customers. It is of even greater importance that marketing reaches the chosen target group and is designed in accordance with the company’s vision and is shown where the target group sees it. Purpose: The aim of this bachelor thesis is to study how small businesses use marketing and to recommend appropriate marketing measures given their size, limited budget and secluded location. Method: This study has been made in accordance with a qualitative method with an analytical abduction approach using a case study where the case is Vita Renen. To achieve the aim of this study the authors combined secondary and primary data such as previous conducted research with interviews with the owners and staff of Vita Renen. Result and Conclusion: The result demonstrates that untraditional marketing would be the best option for Vita Renen because they are a company with limited marketing budget and this type of advertising is based on creative thinking and design on pre-existing resources. The result also showed that untraditional marketing stands out among other advertisements and is therefore appropriate for a company who is located remotely. The conclusion is that Vita Renen should conduct a guerrilla marketing as a method to increase brand awareness about the company. Suggestion for future research: It would be of interest to investigate similar small businesses in the same sector and with the same conditions as Vita Renen to see if the result of the study can be generalized or not.
Bakgrund och problem: En konsument nås genomsnittligen av 3000 budskap dagligen vilket bidrar till att det är av stor vikt att företagets marknadsföring är genomslagskraftig då många företag försöker attrahera samma kunder. Det är av ännu större vikt att marknadsföringen når rätt målgrupp, är utformad i enlighet med företagets vision och placeras så att budskapet kan ses av den tänkta målgruppen. Syfte: Syftet med denna kandidatuppsats är att studera hur småföretag använder sig av marknadsföring idag för att kunna rekommendera lämplig marknadsföringsåtgärd med tanke på företagets storlek, limiterade budget och avskilda placering. Metod: Studien har gjorts i enlighet med en kvalitativ metod med en analytisk abduktion som ansats och i form av en fallstudie då fallet som undersöks är Vita Renen. För att uppnå syftet har författarna kombinerat sekundär- och primärdata i form av tidigare genomförd forskning samt djupintervjuer med ägare och anställda utförda hos det berörda företaget Vita Renen. Resultat och Slutsatser: Resultatet påvisar att otraditionell marknadsföring vid rätt utförande skulle vara det mest lämpade alternativet för Vita Renen då de har en limiterad marknadsföringsbudget då denna typ av reklam bygger på kreativt tänkande och utformade med redan befintliga resurser. Resultatet visade även att otraditionell marknadsföring är utstickande reklam och är därför passande för ett företag beläget avsides. Slutsatsen är att Vita Renen bör genomföra guerillamarknadsföring som en åtgärd för att öka varumärkeskännedomen kring företaget. Förslag på vidare forskning: Det vore av intresse att undersöka liknande småföretag inom samma sektor samt med samma förutsättningar som Vita Renen för att undersöka om studiens resultat går att generalisera eller inte.
APA, Harvard, Vancouver, ISO, and other styles
34

Svoboda, Luděk. "Strategie vstupu zahraničního podniku na český trh." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2011. http://www.nusl.cz/ntk/nusl-223259.

Full text
Abstract:
The aim of this master thesis is to consider appropriate solutions of entering the foreign market. After introducing of the company follow the external and internal analysis. The thesis proves a suitability of the target market, deals with a choice of the product portfolio. It also mentions and checks the expectations of new market’s behaviour. In the final part of the thesis we can find a proper suggestions for entering the target market, steps and measures, which the monitored company shouldn’t leave out.
APA, Harvard, Vancouver, ISO, and other styles
35

Tuč, David. "Návrh komunikační strategie (pro konkrétní firmu, organizaci)." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2008. http://www.nusl.cz/ntk/nusl-221618.

Full text
Abstract:
The diploma thesis concerns a creation of communication strategy for multimedia festival named Lumirova triska 2009. The work includes a summary of basic marketing approaches towards the communication strategy creation, description of its application, former communication analysis and an overview of the current state on the market of festivals involving advertising creation, as well as proposals for communication improvement, managing model of the event and an effectivity assessment from the economical point of view.
APA, Harvard, Vancouver, ISO, and other styles
36

Bučová, Zuzana. "Novodobé trendy vo vývoji marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-72734.

Full text
Abstract:
Master Thesis in her theoretical part contains a brief indication of the development of marketing, completed by factors which influenced the current marketing the most. Subsequently, the work offers a comprehensive overview of modern trends, together with the positives, but barriers as well. The practical part is devoted to an analysis of one of the trends, guerilla marketing. This analysis is based on a comparison of three Czech guerilla campaigns in order to evaluate their effectiveness, in order to find out why guerilla campaign in the Czech Republic are not used very often, as in other countries and consumers attitude to these non-traditional campaigns. The analysis consists of qualitative research in the form of focus group, in the form of a quantitative questionnaire and supplemented by interviews with professionals. In conclusion there is a summary of results based on different methods.
APA, Harvard, Vancouver, ISO, and other styles
37

Víchová, Barbora. "Návrh marketingové strategie pro společnost Skysport, s.r.o. pro sezónu 2011." Master's thesis, 2011. http://www.nusl.cz/ntk/nusl-91964.

Full text
APA, Harvard, Vancouver, ISO, and other styles
38

Zbranek, Lukáš. "Právní a etické limity při využívání buzz a ambush marketingu." Master's thesis, 2012. http://www.nusl.cz/ntk/nusl-167161.

Full text
APA, Harvard, Vancouver, ISO, and other styles
39

Halík, Petr. "Word-of-Mouth a sociální média v komunikační strategii Parfums." Master's thesis, 2011. http://www.nusl.cz/ntk/nusl-91350.

Full text
APA, Harvard, Vancouver, ISO, and other styles
40

Večerková, Veronika. "Vybrané marketingové nástroje a právní úprava nekalé soutěže." Master's thesis, 2014. http://www.nusl.cz/ntk/nusl-177143.

Full text
Abstract:
This diploma thesis with selected marketing tools and legal regulation of unfair competition according to the Commercial code. Whole thesis is divided into two parts. Basic terms important for understanding of issue of unfair competition ac-cording to the Commercial code are analysed in theoretical part. Specifically this dis-sertation aims at selected facts of the case that are described in characterised more detailed. Furthermore, the marketing tools: advertising, guerrilla marketing and viral marketing are explained here. Practical part consists of an evaluation of chosen ad-vertising campaigns from point of view of marketing and legal. A summary of the most common mistakes in marketing communication from point of view of unfair competition and subsequent recommendation of using selected tools from the per-spective of unfair competition action is included as well.
APA, Harvard, Vancouver, ISO, and other styles
41

Steklá, Zuzana. "Nové marketingové metody v knihovnách." Master's thesis, 2013. http://www.nusl.cz/ntk/nusl-321029.

Full text
Abstract:
In last few years marketing become one of the key processes in libraries. Marketing is used as an efficient tool of competitive struggle and means for defining the identity of the library, it is also new way of communication with library users. Libraries could use tools of classic marketing, which are primarly intended for profit organizations, but they have to be aware of differences between profit and nonprofite sector. These differences are goals of the organization, its directions and management of finances. The base of quality marketing is environment analysis, user analysis, segmentation, targeting and positioning. Current trends lead libraries to use new marketing methods. Most popular methods are guerilla marketing, social media marketing, mobile marketing and green marketing. Guerilla marketing and social media marketing are useful for libraries because of their low costs. Creating of campaigns requires investment of information, knowlege and creativity. Mobil marketing allows library to reach its users in any life situation. Green marketing helps library to promote itself as organization with human face, which care about the environment. Creation of marketing campaign have to follow these procedure: determine the reasons for creating of the campaign, take into consideration real opportunities of...
APA, Harvard, Vancouver, ISO, and other styles
42

SOLAROVÁ, Petra. "Návrh externí komunikace pro Robert Bosch, spol. s r. o." Master's thesis, 2012. http://www.nusl.cz/ntk/nusl-136633.

Full text
Abstract:
My diploma thesis deals with external communication with a view to public relations. It´s applied on Robert Bosch company, spol. s r. o., Ceske Budejovice. The main objective was creating an own proposal of external communication for year 2012, aimed at one interest group of the company. This group includes university students with technical and economic specialization = potential future employees of the company. In my proposal there are some suitable elements from new trends in marketing communication (viral marketing, guerilla marketing, event marketing).
APA, Harvard, Vancouver, ISO, and other styles
43

Stasko, Carly. "A Pedagogy of Holistic Media Literacy: Reflections on Culture Jamming as Transformative Learning and Healing." Thesis, 2009. http://hdl.handle.net/1807/18109.

Full text
Abstract:
This qualitative study uses narrative inquiry (Connelly & Clandinin, 1988, 1990, 2001) and self-study to investigate ways to further understand and facilitate the integration of holistic philosophies of education with media literacy pedagogies. As founder and director of the Youth Media Literacy Project and a self-titled Imagitator (one who agitates imagination), I have spent over 10 years teaching media literacy in various high schools, universities, and community centres across North America. This study will focus on my own personal practical knowledge (Connelly & Clandinin, 1982) as a culture jammer, educator and cancer survivor to illustrate my original vision of a ‘holistic media literacy pedagogy’. This research reflects on the emergence and impact of holistic media literacy in my personal and professional life and also draws from relevant interdisciplinary literature to challenge and synthesize current insights and theories of media literacy, holistic education and culture jamming.
APA, Harvard, Vancouver, ISO, and other styles
You might also be interested in the bibliographies on the topic 'Guerilla Marketing' for other source types:
Journal articles Books
We offer discounts on all premium plans for authors whose works are included in thematic literature selections. Contact us to get a unique promo code!

To the bibliography