Relevant bibliographies by topics / Guerrilla Marketing

Contents

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

Academic literature on the topic 'Guerrilla Marketing'

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

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Journal articles on the topic "Guerrilla Marketing"

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Korczagin, Daiana, and Priscila Cembranel. "Marketing de Guerrilha do Twitter / Guerrilla Marketing on Twitter." ID on line. Revista de psicologia 16, no. 59 (February 28, 2022): 48–68. http://dx.doi.org/10.14295/idonline.v16i59.3371.

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O objetivo da pesquisa foi analisar a percepção dos consumidores de ambas as empresas a respeito das influências do marketing de guerrilha na rede social Twitter. O estudo se desenvolveu por meio de abordagem qualitativa, procedimento de análise da rede social e técnica de questionário para contribuir com o gap de pesquisa a respeito das práticas de marketing de guerrilha na rede social Twitter e como suas abordagens contundentes buscam gerar chamar a atenção dos consumidores. Aborda a influência da estratégia de marketing de guerrilha - criada inicialmente para as mídias tradicionais - adaptada para atrair clientes e usuários na cibercultura por meio de “memes” nas redes sociais. Os resultados demonstram que o marketing de guerrilha influencia os usuários devido às estratégias baseadas em publicações competitivas, por falar dos alimentos de forma interativa e devido a criatividade, inovação, engajamento e diversão das publicações das empresas. Assim, contribui com a literatura ao demonstrar a percepção dos usuários da rede social Twitter e fornece insights para práticas de divulgação nas redes sociais e como adotar a estratégia de marketing de guerrilha.Abstract: The objective of the research was to analyze the perception of consumers from both companies regarding the influences of guerrilla marketing on the social network Twitter.The study was disseminated through a qualitative approach, a social network analysis procedure and a technical questionnaire to respond to the research gap regarding guerrilla marketing practices on the Twitter social network and how its forceful options seek to attract the attention of consumers. It addresses the influence of the guerrilla marketing strategy - initially created for traditional media - adapted to attract customers and users in cyberculture through “memes” on social networks. The results demonstrate that guerrilla marketing influences users due to clinics based on competitive publications, talking about food in an interactive way and due to creativity, innovation, engagement and fun of company publications. So, contributes to the literature by demonstrating the perception of users of the social network Twitter and offers insights into outreach practices on social media and how to adopt the guerrilla marketing strategy.
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Nufer, Gerd. "Innovative Digital Guerrilla Marketing." International Journal of Innovation, Management and Technology 12, no. 3 (2021): 40–44. http://dx.doi.org/10.18178/ijimt.2021.12.3.907.

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Guerrilla marketing is the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact – in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. Digital marketing tools such as social media provide new ways and promising opportunities for innovative guerrilla marketing. This article provides an overview of innovative digital guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples as well as developmental trends.
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Nufer, Gerd. "Guerrilla Marketing—Innovative or Parasitic Marketing?" Modern Economy 04, no. 09 (2013): 1–6. http://dx.doi.org/10.4236/me.2013.49a001.

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Dubauskas, Gediminas, and Margarita Išoraitė. "Guerrilla marketing tools in financial service organizations." Independent Journal of Management & Production 13, no. 2 (April 1, 2022): 627–47. http://dx.doi.org/10.14807/ijmp.v13i2.1568.

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The article analyzes the concepts of guerrilla marketing, guerrilla marketing advantages and disadvantages, the guerrilla marketing tools, and marketing in financial institutions. The purpose of the article is to evaluate the tools of guerrilla marketing in financial institutions. Guerrilla marketing is a powerful tool to influence consumer behavior, stimulate sales, do non-traditional advertising, promote competition, meet consumer needs, raise awareness of a product or service, and creative advertising for which a certain budget is required. Guerrilla marketing is based on creativity. Guerrilla marketing is a quick way to promote a brand. Guerrilla marketing doesn't require a lot of investment in an effective marketing campaign when imagination, energy, creativity, time and information suffice. Guerrilla marketing benefits small businesses. Guerrilla marketing requires a small investment to reach the target audience. During guerrilla marketing, people are involved in, or become participants in, guerrilla marketing. Information will be available in a short time. Guerrilla marketing builds strong customer relationships. It is shown that the benefit comes to the consumer, not the business. Guerrilla marketing usually promotes an unusual way of remembering a company’s brand, product, or service deep in customers ’minds. Guerrilla marketing is one of the most innovative practices that can be used to effectively educate consumers about a brand and its benefits. It uses the least amount of money to reach customers, emphasizes creativity and a long-term vision to make a lasting impact on consumers. The article examines guerrilla marketing, which has several key tools for market exposure: a one-on-one offer, which is one of the oldest ways to increase sales - just a casual person trying to sell a product, this method is effective and beneficial in that you can interact with potential customers about their needs and approach to the product; another tool used is a business card, which we can use as a promotional tool, because on the second side of the business card you can briefly describe the services provided, product benefits and other useful information, the next step is to write personal letters to offer and provide your services, and letters or calls should be as individual as possible; the last step could be simply advertising, as there are many online advertising portals where you can place ads for free, so you should take advantage of that. It is emphasized that such tools can be effective because people who read such ads are usually already looking for a similar product. The aim of the research is to investigate the methods and practice of using guerrilla marketing tools in financial services organizations. The paper is based on analysis of scientific literature and case studies. The study includes an analysis of the theoretical literature as well as a case study and comparative analysis. Therefore the key to guerrilla marketing is to become an effective tool in a highly competitive environment where consumer behavior is rapidly changing as a by-product of technological advances and the contemporary internet media. Moreover guerrilla marketing in the financial sector is a marketing technique that creates enthusiasm and engagement with the target audience. Financial guerrilla marketing really sets it apart from traditional forms of marketing - it focuses on a smaller market segment and the smaller budgets needed to run a successful campaign. In addition, advertisements for guerrilla financial services are acceptable. Random outdoor marketing is non-standard outdoor advertising. Ambient advertising is placed on street manhole covers, cranes, pizza boxes, free postcards in bars and elsewhere. All of this is somewhat unusual.
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Bigat, Ekrem Cetin. "Guerrilla Advertisement and Marketing." Procedia - Social and Behavioral Sciences 51 (2012): 1022–29. http://dx.doi.org/10.1016/j.sbspro.2012.08.281.

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Dinh, Tam Duc, and Khuong Ngoc Mai. "Guerrilla marketing’s effects on Gen Y’s word-of-mouth intention – a mediation of credibility." Asia Pacific Journal of Marketing and Logistics 28, no. 1 (December 31, 2015): 4–22. http://dx.doi.org/10.1108/apjml-06-2015-0102.

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Purpose – The purpose of this paper is to integrate guerrilla marketing characteristics into advertising model through which the perceived effects of guerrilla marketing on Gen Y are identified, and to examine such effects on word of mouth (WOM) activity with the mediation of message credibility. Design/methodology/approach – The study obtains its exploratory purpose through quantitative method by asking Gen Y participants about their perceptions of 20 guerrilla advertisements in the questionnaires. Those advertisements and the advertising scales are selectively chosen from previous literature so that the results truthfully reflect the effects of guerrilla marketing under consumer perspective. Findings – The results show that, creativity, as a combination of novelty and relevance, has the strongest direct and indirect effect on WOM intention. Similarly, surprise factor, the claimed root philosophy of guerrilla marketing, is confirmed when it also impacts directly and indirectly consumer behaviour. Message credibility plays a meaningful mediation role, and through this, message clarity manifests its indirect influence on WOM. Originality/value – The study supports the belief that guerrilla marketing is suitable for any business because of its effectiveness and efficiency. More significantly, the awareness of Gen Y consumers of the advertisements, with or without knowing that these ads belong to guerrilla advertising, strengthens the expectation that guerrilla marketing in general and guerrilla advertising in particular are recommended choices when they reflect what common marketing and advertising should be.
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Barbosa, Belem, Dolores Silva, Claudia Amaral Santos, and Sandra Filipe. "ON USING GUERRILLA IN BUSINESS-TO-BUSINESS COMMUNICATION: THE MANAGERS’ VIEWS." CBU International Conference Proceedings 6 (September 24, 2018): 10–15. http://dx.doi.org/10.12955/cbup.v6.1126.

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Guerrilla marketing is an innovative approach to communicate with customers and to capture their attention essentially due to its inherent creativity, unconventional media, and low cost. Despite the interesting contributions in the literature on this topic, most of what is known about guerrilla marketing is confined to its use and impact on consumers. This study aims to fill a gap identified in the guerrilla marketing literature by conducting an exploratory research study on the propensity of performing guerrilla marketing campaigns in a Business-to-Business (B2B) context. The research objectives of this paper are (i) identifying the perceptions of B2B managers on guerrilla marketing campaigns and (ii) exploring determinants of the adoption of guerrilla marketing campaigns targeted at corporate customers.We present the results of a qualitative research study comprising 12 semi-structured interviews with managers of different business areas. A content analysis was performed using Nvivo software.Participants in this study demonstrated that B2B managers recognize and value the advantages associated with guerrilla communication, which is in many instances seen as useful and viable for the B2B sector. The propensity for adoption is dependent on internal factors such as corporate culture, managers’ and collaborators’ profiles, risk-proneness, market share, and product innovativeness, but also on the sector’s usual practices of innovation and communication. Guerrilla marketing campaigns are more appropriate for attracting new B2B customers and need to be carefully adapted to the targets' profiles and preferences.
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P. B., Sajoy. "Guerrilla Marketing: A Theoretical Review." Indian Journal of Marketing 43, no. 4 (April 24, 2013): 42. http://dx.doi.org/10.17010/ijom/2013/v43/i4/36380.

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Baltes, Guido, and Isabell Leibing. "Guerrilla marketing for information services?" New Library World 109, no. 1/2 (January 11, 2008): 46–55. http://dx.doi.org/10.1108/03074800810845994.

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SUSILO, Donny. "Promoting Environmental Sustainability Through Guerrilla Marketing." International Journal of Environmental, Sustainability, and Social Science 1, no. 2 (July 31, 2020): 12–18. http://dx.doi.org/10.38142/ijesss.v1i2.22.

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Environment becomes major concern for all countries throughout the world since Sustainable Development Goals were promoted. However the target is impossible to achieve without awareness and participation of the public. Promoting environmental sustainability is difficult and costly, therefore a breakthrough is required. The concept of guerrilla marketing has been widely used and recognized as low cost, but effective marketing strategy, therefore it is also an appropriate innovative way of promoting environmental sustainability in public area. This study explores the successful application of guerrilla marketing for promoting environmental sustainability around the world. Three case studies were chosen to figure out how it works. The successful applications confirm that guerrilla campaign for sustainability needs element of humour, uniqueness, sensation, creativity, surprise and education. Both profit and non-profit organizations can achieve their goal in both effective and efficient way when they know how to apply guerrilla marketing properly
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Dissertations / Theses on the topic "Guerrilla Marketing"

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Ptáček, Petr. "Guerrilla marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-14084.

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Práce popisuje hlavní principy a myšlenky guerrilla marketingu, jeho různé styly a odnože a rozdíly oproti marketingu tradičnímu. Důraz je kladen na rozdílnost přístupu a stylu myšlení. Součástí jsou i aplikace jednotlivých myšlenek nebo nástrojů guerrilla marketingu na reálné nebo hypotetické situace, doplněné rozborem případových studií.
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Lundström, Jennifer, and Madeleine Sjöbom. "Think inside the Guerrilla box? : A quantitative study of how consumers perceive guerrilla marketing in contrast to traditional marketing." Thesis, Högskolan i Halmstad, Sektionen för ekonomi och teknik (SET), 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-15855.

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Title: Think inside the Guerrilla box? – A quantitative study of how consumers perceive guerrilla marketing in contrast to traditional marketing Course: European Business, Undergraduate thesis at C-level, 15 Hp. Authors: Jennifer Lundström and Madeleine Sjöbom Question: Based on consumer’s perception, is guerrilla marketing more beneficial than traditional marketing? Purpose: The purpose of this study is to analyse how consumers perceive guerrilla marketing in contrast to traditional marketing, looking at a gender perspective. This to be able to determine whether it is more beneficial for a company to invest in extra energy and time with less money spent and choose guerrilla marketing over traditional marketing. Methodology: A quantitative study, with a deductive approach and extensive structure Theoretical framework: The theoretical framework includes theories concerning the twomethods and gender marketing. A communication stream model has furthermore been developed and modified from existing theories within the concept of marketing and communication. The AIDA model has been used to determine the buying behaviour. Empirical framework: The empirical framework presents the outcome of the primary research such as findings and statistics. Conclusion: Guerrilla marketing shows a clear advantage in most cases except when it comes to credibility. If companies can over win the issue with trust, guerrilla marketing is to prefer over traditional marketing, based on consumer perception. Major gender differences were none to be found.
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Belić, Sandra, and Emelie Jönsson. "Guerrilla marketing : and its effects on consumer behavior." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-9544.

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As consumers are getting better at avoiding the traditional marketing campaigns companies are using, it has become crucial for companies to differentiate their marketing. One way of doing this is to use guerrilla marketing, a marketing type more extreme, innovative and attention capturing than traditional marketing. The purpose of this thesis is to explore how the use of guerrilla marketing affects consumer behavior in terms of brand attitude, brand image and purchase intention. Moreover, the effect on Word-of-Mouth will be explored, as this is a crucial implication if the guerrilla campaign is to be perceived as successful. Based on marketing theories and consumer behavior theories, an experiment is conducted through a focus group seminar, to determine if guerrilla marketing campaigns are perceived as being more creative and credible than traditional marketing campaigns. Furthermore, these determinants are used as instruments to study the effect on brand attitude, brand image and purchase intention. The study is exploratory and the chosen method is a qualitative data collection. The findings indicate that guerrilla marketing campaigns affect all consumer behavior elements, studied in our thesis, more than their equivalent traditional marketing campaigns. Suggestions for further research include studying if there is a cultural difference in how guerrilla marketing is perceived.   This thesis may be useful in increasing companies’ understanding of the concept of guerrilla marketing and how this can be used in a successful way.
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Sandberg, Per, and Henrik Stierna. "Guerrilla Marketing : Reaching the customer in an untraditional way." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-563.

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Introduction: One is under continuous influence of commercials and advertisements each day, it has reached to such a level that the end customer are blocking today’s channels. Therefore the authors of this thesis argue that mainstream marketing approaches are getting old, TV commercials and traditional advertisements are not as effective as it has been. For instance, in 1965 one could reach 80% of a mainstream target audience with three advertisements spots. Accordingly, in 2002, one needed 127 spots to reach the same percentage. Organizations need new ways to reach through the clutter in the market. Therefore, guerrilla marketing is interesting. The purpose of this thesis is to examine guerrilla marketing.

Methodology: The authors wanted to examine the phenomenon of guerrilla marketing and therefore decided to use a qualitative approach to construct a deep and profound picture. In order to fulfill the purpose, the authors of this thesis conducted 7 interviews with profound respondents from both Sweden and the USA.

Results: According to the empirical findings guerrilla marketing is a faster and more innovating way of marketing, which meets the end customer with new creative ways. Comparing to traditional marketing, guerrilla marketing creates attention with a smaller budget and can often result in free publicity in other media. Further the overall opinion of guerrilla marketing is positive, since a lot of the feedbacks for the different campaigns have been positive, although in some organizations guerrilla marketing could meet some criticism and conservatism. The connection between our empirical findings and the frame of reference is a fact; guerrilla marketing is very much about communicating a message using several senses to make sure that if will stay with the end customers. Although, initially smaller companies used guerrilla marketing but today it is clear that companies of all sizes can use it, it is more depending on the position in the market.

To conclude, when the authors started the work on this thesis they were in the consensus that guerrilla marketing was a method or an approach, although today it is clear. Guerrilla marketing is more than that; it is a state of mind, openness to innovation and creativity within marketing. One can use it as a compliment to other traditional campaigns, in order to create word of mouth or publicity in other media.

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Tarek, Jawad Al Fattal Zeineb, Rharbaoui Ismael El, and Amara Aldebe. "The influence of guerrilla marketing on consumers’ purchasing behavior." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-53362.

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Date: 2021/01/21 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors: Amara Aldebe, Ismael El Rharbaoui.  Zeinab Al Fattal Title: The influence of guerrilla marketing on purchasing behavior Tutor: Leanne Johnstone Keywords: guerrilla marketing, consumers’ behavior, purchasing behavior, marketing communication, brand image, WoM Researchquestion: How does guerrilla marketing influence consumers purchasing behavior? Purpose: To examine the effect of guerrilla marketing on purchasing behavior Method: Qualitative research technique Conclusion: The impact of guerrilla marketing on purchasing behavior mainly dependson the brand image and how innovative the guerrilla campaign is
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Fattal, Alexander Leor. "Guerrilla Marketing: Information War and the Demobilization of FARC Rebels." Thesis, Harvard University, 2014. http://dissertations.umi.com/gsas.harvard:11675.

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According to the Colombian Ministry of Defense nearly 17,000 members of the Revolutionary Armed Forces of Colombia (FARC) demobilized between 2003 and 2013, this dissertation examines the way the Colombian states uses sophisticated consumer marketing strategies and military intelligence tactics to persuade insurgents to abandon the armed struggle. Through an ethnographic analysis of the Program for Humanitarian Attention to the Demobilized and the lives of ex-combatants, this dissertation analyzes the changing definition of demobilization and the feedback between late capitalism and counterinsurgency.
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Galinaitytė, Dainora. "Partizaninio marketingo kanalų taikymas elektroninei komercijai." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140607_135220-08048.

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Šiuo magistrantūros studijų baigiamuoju darbu buvo siekiama identifikuoti tinkamiausius partizaninio marketingo kanalus elektroninėje komercijoje. Teorinėje darbo dalyje analizuojama e-komercijos samprata, aiškinamasi, kas yra partizaninis marketingas ir kokių kanalų panaudojimo pagalba internete jis yra panaudojimas. Analitinėje baigiamojo darbo dalyje pateikiami ir analizuojami rezultatai lyginamojo tyrimo, kurio metu buvo siekiama išsiaiškinti, kaip keturios pasaulinės informacinių technologijų kompanijos „Apple“, „Google“, „Microsoft“ ir „IBM“ panaudoja 16 netradicinio marketingo kanalų. Projektinėje darbo dalyje suformuluoti tokie sprendimai: norint tinkamai pasirinkti reklamos kanalą reikia turėti aiškią strategiją, kuria bus bandoma pasiekti vartotoją. Todėl siūloma vadovautis tokia pateikta schema.
According this Master studies final thesis, was seeking to identify the most suitable Guerilla Marketing channels in digital area. In theoretical part of thesis was analyzing conception of e-commerce, clarifying what is "Guerilla Marketing" and which kind of digital media channels are the most suitable for "Guerilla Marketing". The analytical part of the thesis presents and analyzes the results of a comparative study, which was conducted to examine how four global information technology companies Apple, Google, Microsoft, and IBM's use of 16 non-traditional marketing channels. The practical part: To select the proper channel of advertising you need to have a clear strategy that will attempt to reach the consumer. Therefore, it is proposed to follow the scheme which is the third part. According the details of the proposed scheme and follow the other criteria to choose the most appropriate non-traditional media channels.
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De, Groot Mathijs, Joachim Hellberg, and Linda Pitkänen. "NEW MARKETING TOOLS AND REPUTATIONAL RISKS : A STUDY ABOUT MANAGING THE REPUTATIONAL RISKS THAT GUERRILLA MARKETING BRINGS ALONG." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12041.

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Guerrilla marketing is a relatively new way of doing marketing. It is initially used by small companies and/or individuals allowing them to act like large companies. However, more and more large companies use Guerrilla marketing these days. The usage of Guerrilla management can bring advantages but can also increase risks. At this moment little research is done about the way how large companies manage the reputational risk associated with Guerrilla marketing. This is a problem in both science and practise. The purpose of this thesis is therefore to contribute to the understanding of how large companies manage the possible reputational risk that Guerrilla marketing and the communication of Guerrilla marketing brings along. This research is based on several theories, both emerging and dominant about Guerrilla marketing, Viral Marketing, Buzz marketing, Reputational risk and Reputational Risk Management. To do the research, in-depth interviews were held with experts when it comes to managing reputational risk and new marketing tools of four large companies based in Sweden. The analyses show that large companies manage the increasing reputational risks in some extend. Main findings are that the companies do not monitor Guerrilla marketing processes and do not have a central coordination for reputational risk management. This shows that not all companies are really aware of the risk that new marketing tools bring along and do not have a solid reputational risk management.
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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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Stenberg, Karolina, and Sabina Pracic. "Undercover Marketing : The method which lies beneath." Thesis, Jönköping University, JIBS, Business Administration, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-96.

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Background: A coming of age of a generation named Generation Y, which holds negative views on commercial messages, has resulted in the need of special marketing methods which are known to be more alternative. Guerrilla Marketing, being such a method holds beneath it Undercover Marketing which is another method and has the potential of reaching this generation.

Purpose: Our purpose is firstly to define a theoretical placement of Undercover Marketing, secondly to define the theoretical views on ethics regarding the mentioned term and thirdly to see if there is a future, a will, and knowledge for its usage within the Swedish community of marketing practitioners.

Method: The research for this thesis is done in a qualitative method through a series of interviews with four advertising firms and one freelance artdirector. The interviews were compared to each other and to the frame of reference during the analysis in order to create a more complete picture.

Results: In this thesis we have seen that there is a future in the use of Undercover Marketing as it can prove to be the only method able to reach Gen Y. However it must follow certain rules to succeed and companies must take certain factors into consideration prior to attempting a marketing campaign including this particular method.

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Books on the topic "Guerrilla Marketing"

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Jeannie, Levinson, ed. Guerrilla marketing remix: The best of guerrilla marketing. Irvine: Entrepreneur Press, 2011.

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Guerrilla Marketing Research. London: Kogan Page Publishers, 2006.

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Margolis, Jonathan. Guerrilla marketing for dummies. Hoboken, N.J: Wiley, 2008.

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Seth, Godin, ed. The guerrilla marketing handbook. Boston: Houghton Mifflin, 1994.

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More Guerrilla Marketing Research. London: Kogan Page Publishers, 2009.

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1954-, Frishman Rick, and Larsen Michael 1941-, eds. Guerrilla marketing for writers. Cincinnati, Ohio: Writer's Digest Books, 2001.

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Frank, Adkins, and Forbes Chris, eds. Guerrilla marketing for nonprofits. Irvine: Jere L. Calmes, 2009.

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Levinson, Jay Conrad. Guerrilla marketing on the Internet. [Irvine, CA]: Entrepreneur Press, 2008.

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Hancock, David L. Guerrilla marketing for mortgage brokers. Newport News, Va: Morgan James Publishing, 2004.

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Levinson, Jay Conrad. Guerrilla Marketing for Job Hunters 2.0. New York: John Wiley & Sons, Ltd., 2009.

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Book chapters on the topic "Guerrilla Marketing"

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Edge, Charles. "Engage in Free and Guerrilla Marketing." In Build, Run, and Sell Your Apple Consulting Practice, 199–227. Berkeley, CA: Apress, 2018. http://dx.doi.org/10.1007/978-1-4842-3835-6_7.

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"Guerrilla Marketing." In Trump University Marketing 101, 272–82. Hoboken, NJ, USA: John Wiley & Sons, Inc., 2011. http://dx.doi.org/10.1002/9781118258309.ch27.

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"IMDb – Marketing & Promotion." In Guerrilla Film Marketing, edited by Robert G. Barnwell, 112–21. Routledge, 2018. http://dx.doi.org/10.4324/9781138916470-9.

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"Guerrilla Branding, Marketing & Promotion." In Guerrilla Film Marketing, edited by Robert G. Barnwell, 1–13. Routledge, 2018. http://dx.doi.org/10.4324/9781138916470-1.

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"Social Media & Video Marketing Platforms." In Guerrilla Film Marketing, edited by Robert G. Barnwell, 122–43. Routledge, 2018. http://dx.doi.org/10.4324/9781138916470-10.

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"Dedicated Film & Filmmaker Websites." In Guerrilla Film Marketing, edited by Robert G. Barnwell, 144–68. Routledge, 2018. http://dx.doi.org/10.4324/9781138916470-11.

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"Electronic Press Kits (Epks) & Press Books." In Guerrilla Film Marketing, edited by Robert G. Barnwell, 169–80. Routledge, 2018. http://dx.doi.org/10.4324/9781138916470-12.

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"Media Relations & Public Releases." In Guerrilla Film Marketing, edited by Robert G. Barnwell, 181–96. Routledge, 2018. http://dx.doi.org/10.4324/9781138916470-13.

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"Event Marketing: Screenings, Festivals, Film Markets & Other Events." In Guerrilla Film Marketing, edited by Robert G. Barnwell, 197–223. Routledge, 2018. http://dx.doi.org/10.4324/9781138916470-14.

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10

"High-Impact Low-Cost Advertising & Promotion." In Guerrilla Film Marketing, edited by Robert G. Barnwell, 224–40. Routledge, 2018. http://dx.doi.org/10.4324/9781138916470-15.

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Conference papers on the topic "Guerrilla Marketing"

1

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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Abstract:
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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