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Articoli di riviste sul tema "Guerrilla Marketing"

Autore: Grafiati

Pubblicato: 4 giugno 2021

Ultima modifica: 30 maggio 2022

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1

Korczagin, Daiana, e Priscila Cembranel. "Marketing de Guerrilha do Twitter / Guerrilla Marketing on Twitter". ID on line. Revista de psicologia 16, n. 59 (28 febbraio 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, n. 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, n. 09 (2013): 1–6. http://dx.doi.org/10.4236/me.2013.49a001.

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Dubauskas, Gediminas, e Margarita Išoraitė. "Guerrilla marketing tools in financial service organizations". Independent Journal of Management & Production 13, n. 2 (1 aprile 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, e 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, n. 1 (31 dicembre 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 e Sandra Filipe. "ON USING GUERRILLA IN BUSINESS-TO-BUSINESS COMMUNICATION: THE MANAGERS’ VIEWS". CBU International Conference Proceedings 6 (24 settembre 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, n. 4 (24 aprile 2013): 42. http://dx.doi.org/10.17010/ijom/2013/v43/i4/36380.

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Baltes, Guido, e Isabell Leibing. "Guerrilla marketing for information services?" New Library World 109, n. 1/2 (11 gennaio 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, n. 2 (31 luglio 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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Gupta, Harshita, e Saumya Singh. "Sustainable practices through green guerrilla marketing – an innovative approach". Journal on Innovation and Sustainability. RISUS ISSN 2179-3565 8, n. 2 (11 giugno 2017): 61. http://dx.doi.org/10.24212/2179-3565.2017v8i2p61-78.

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Sustainability is the need of the hour. Organizations that align the interests of all their stakeholders – customers, investors and employees are considered to act for sustainable development. But some of the organizations compromise to this fact. They are rather busy exploiting the resources. Bluffing the customers for making quick profits has become a prevalent notion. Amidst all these selfish motives, they tend to forget about the repercussions which we and our planet may endure as a whole in near future. There are many evidences when responsible companies have proved themselves performing better in the long run.Green Guerrilla Marketing is an innovative concept, trying to figure out various ways to successfully market the products and at the same time acting ethically and socially responsible towards the sustainable development. It revolves around being conscious about 3Ps which are People, Profits and Planet. Guerrilla Marketing is an unconventional marketing strategy that focuses on attracting huge customer base with least amount of cost involved. Roots of Guerrilla Marketing can be traced to guerrilla warfare that was off-center warfare technique using unusual tactics by the armed civilians during Vietnam War in the 1960s. Since then this marketing concept has attracted many business houses. So far, Guerrilla Marketing was considered only as a creative tool for promoting ones’ product and services but now it can be seen as a responsible tool as well, which works toward a better society at large under the broad head of Green Guerrilla Marketing. Therefore, the paper is a pioneer attempt in understanding the potential of Green Guerrilla Marketing in the light of both sustainability and innovation at the same time. Also, it discusses various guerrilla techniques to market the products ethically without compromising on the profits. In the end, the paper also evaluates the examples to examine the concept.

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Gökerik, Mehmet, Ahmet Gürbüz, Ismail Erkan, Emmanuel Mogaji e Serap Sap. "Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image". Asia Pacific Journal of Marketing and Logistics 30, n. 5 (12 novembre 2018): 1222–38. http://dx.doi.org/10.1108/apjml-10-2017-0257.

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Purpose The advent of social media brought a new perspective for guerrilla marketing since it allows ads to reach more people through the internet. The purpose of this paper is to investigate the influence of guerrilla marketing in social media on brand image. Design/methodology/approach A conceptual model was developed based on the information acceptance model (IACM). The research model was validated through structural equation modelling based on the surveys of 385 university students. Findings The results support the proposed model and confirm that guerrilla marketing in social media has a positive effect on both functional and symbolic brand image. Research limitations/implications This study was conducted with university students. This sample was deemed appropriate since the study had to be conducted with people who use social media. However, although the age group of university students constitutes the majority of social media users, they may not fully represent the whole population. Also, this study showed four guerrilla marketing examples to participants before they commenced filling in the questionnaire. Although the authors selected the most generic guerrilla advertisements during the pilot tests and eliminated the ones which were difficult to understand, this can still be considered as limitations of the study. Practical implications This study has both theoretical and managerial implications. First, most of the guerrilla marketing studies focus on consumers and neglect possible impacts on brands. In order to fulfil this gap in the literature, this study investigates the influence of guerrilla marketing in brand image. Besides, this study contributes to IACM by expanding its scope through testing its determinants on “brand image”. It proves that IACM is valid for use in different contexts. On the managerial side, this study provides marketers with a frame of reference to understand the information adoption process of guerrilla marketing on social media. Originality/value Current studies regarding the influence of guerrilla marketing mostly focus on consumers, where the possible impacts on brands have been relatively neglected. This study attempts to fill this gap by focussing on the brand image.

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Khare, Dr Amit Kumar. "Guerrilla Marketing - Innovative and Futuristic Approach towards Marketing". International Journal of Advanced engineering, Management and Science 3, n. 5 (2017): 421–26. http://dx.doi.org/10.24001/ijaems.3.5.3.

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Balážiová, Iveta, e Lucia Spálová. "Terminological and Historical Background of Guerilla Marketing as a Marketing Communication Strategy". Social Communication 6, n. 1 (1 gennaio 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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Ahmed, Rizwan Raheem, Jawaid Ahmed Qureshi, Dalia Štreimikienė, Jolita Vveinhardt e Riaz Hussain Soomro. "GUERRILLA MARKETING TRENDS FOR SUSTAINABLE SOLUTIONS: EVIDENCE FROM SEM-BASED MULTIVARIATE AND CONDITIONAL PROCESS APPROACHES". Journal of Business Economics and Management 21, n. 3 (12 maggio 2020): 851–71. http://dx.doi.org/10.3846/jbem.2020.10730.

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In today’s competitive environment, the marketing is an imperative tool for the survival and sustainable growth of any business or product. The objective of the undertaken research is to investigate the guerrilla marketing techniques for small and medium enterprises (SMEs), and their impact on consumers’ purchase decision. Researchers have also the aim to examine the impact of brand awareness and technology as mediating and moderating variables respectively in the guerrilla marketing process. A survey is undertaken by potential consumers through structured questionnaire via a quantitative method of inquiry. The data is analyzed mainly through; SEM-based structural modelling such as exploratory and confirmatory factors analysis, and conditional process analysis. The results unveil that guerrilla marketing techniques consisting of viral marketing, strange occurrences, street graphics, and memorable events have a positive and significant influence on the purchase decision. Findings of the undertaken research further demonstrated that brand awareness is a potent mediating variable that significantly enhances the influence of purchase decision, and technology played a vital role as a moderator that has a cogent impact between guerrilla marketing techniques and purchase decision of consumers. Thus, the empirical testing confirmed the importance of modified model of guerrilla marketing, which will be benefitted to both marketing practitioners and future researchers.

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Klepek, Martin. "GUERRILLA MARKETING CONCEPT AND FURTHER RESEARCH POSSIBILITIES". Acta academica karviniensia 14, n. 3 (30 settembre 2014): 79–87. http://dx.doi.org/10.25142/aak.2014.050.

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Dašić, Dejan, Nataša Milojević e Aleksandra Pavićević. "Ethical aspects of guerrilla and ambush marketing". Ekonomski signali 15, n. 2 (2020): 49–69. http://dx.doi.org/10.5937/ekonsig2002049d.

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The paper analyzes the ethical aspects of guerrilla and ambush marketing in the time of the great crisis of the advertising industry and sponsorship agreements. Guerrilla marketing is a creative, imaginative, unexpected, unusual, aggressive, interactive, fun, cheap, inspiring, convincing, mobile and flexible way of achieving marketing goals. We can define ambush marketing as a tactic, which is contrary to the ethical principles of business, especially towards the competition in the form of other sponsors at a certain event. Unethicalness is highlighted in attempts to marginalize the activities of other sponsors who have acquired rights under a contract with the sponsoring entity.

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Shkirko, O. I. "Guerrilla marketing: the nature, types and tools". Economic scope, n. 134 (5 giugno 2018): 215–24. http://dx.doi.org/10.30838/p.es.2224.050618.215.125.

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Navrátilová, Ludmila, e František Milichovský. "Ways of Using Guerrilla Marketing in SMEs". Procedia - Social and Behavioral Sciences 175 (febbraio 2015): 268–74. http://dx.doi.org/10.1016/j.sbspro.2015.01.1200.

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Venzin, Megan. "Get Your Mission Heard With Guerrilla Marketing". Nonprofit Communications Report 14, n. 4 (15 marzo 2016): 1. http://dx.doi.org/10.1002/npcr.30376.

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Cortes, Diego Mauricio. "Guerrilla marketing counterinsurgency and capitalism in Colombia". Communication Review 23, n. 2 (2 aprile 2020): 172–75. http://dx.doi.org/10.1080/10714421.2020.1802673.

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van Isschot, Luis. "Guerrilla marketing: counterinsurgency and capitalism in Colombia". Canadian Journal of Latin American and Caribbean Studies / Revue canadienne des études latino-américaines et caraïbes 46, n. 2 (4 maggio 2021): 320–22. http://dx.doi.org/10.1080/08263663.2021.1919423.

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Onurlubaş, Ebru. "A Research on the Determination of Consumer Perceptions Related to Guerrilla Marketing Methods: Sample of Izmir Province". EMAJ: Emerging Markets Journal 7, n. 1 (22 settembre 2017): 31–40. http://dx.doi.org/10.5195/emaj.2017.124.

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In developing technology and differentiating markets, businesses have resorted the way of increasing their competitiveness by taking advantage of new marketing methods in order to stand out in the market. Within this context, companies have started to use different marketing strategies in order to be more effective in the market and to maintain their presence and awareness in different ways. Guerrilla marketing is an important marketing technique that small and medium-sized businesses are using with minimum marketing investments in extraordinary ways at unexpected times to attract attention of the target audience in today's increasingly competitive environment. This study focuses on guerrilla marketing which is an important marketing technique that small and medium-sized enterprises (SMEs) have applied, using unusual methods, in unexpected times, with minimum marketing investments to attract the attention of target audience in today's increasingly competitive environment. In order to determine the consumer perception about guerrilla marketing methods, a survey was applied to 384 people living in İzmir. Factor analysis was applied to the obtained survey data in SPSS 22 statistics program. Three results were obtained. 'Extraordinary' has been identified as the most important factor. The second important factor is 'Interesting and surprising', and the final factor is 'Communication'. Kolmogorov Smirnov test was conducted to determine which tests should be performed on the sub-dimensions of the scale of Consumer Perception on Guerrilla Marketing Methods (SCPGMM). It was determined that the distribution was not normal and Kruskal Wallis and Mann Whitney U tests were applied to the sub-dimensions of SCPGMM. According to the test results, It has been determined that the "Extraordinary" (F1) sub-dimension of the SCPGMM sub-dimensions varies according to gender, age, education and marital status; the "interesting and surprising" (F2) sub-dimension varies according to the education and the "Communication" (F3) sub-dimension varies according to gender and marital status.

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Moscoso-Moscoso, Francisco José, José Alberto Rivera-Costales, Ramiro Oswaldo González-Rodríguez e Moisés Marcelo Matovelle-Romo. "Marketing de guerrilla aplicado a empresas del sector de equipamiento dental". Revista Arbitrada Interdisciplinaria Koinonía 5, n. 3 (15 agosto 2020): 805. http://dx.doi.org/10.35381/r.k.v5i3.922.

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La investigación tiene por objetivo analizar el marketing de guerrilla aplicado a empresas del sector de equipamiento dental en el Ecuador. Se generó desde un tipo descriptiva con diseño de campo no experimental, se abordó una muestra poblacional de 123 profesionales ligados a empresas odontológicas de la provincia de Azuay - Ecuador. El marketing de guerrilla se ha convertido en la forma más económica de llamar la atención de los clientes para posteriormente poder presentar la propuesta de valor que terminará en la conversión de un prospecto a un futuro cliente. El estudio del segmento de clientes del mercado de productos odontológicos revela que las nuevas modalidades de uso incrementado de redes sociales y aplicaciones digitales para la comunicación abre una amplia gama de posibilidades para el uso de recursos de bajo costo que pueden ser empleadas por las empresas para enfocarse en el llamado marketing de guerrilla digital.

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Tandon, JK, e Himani Bakshi. "Guerrilla War in Marketing of Cement: Dealer's Perspective". INROADS- An International Journal of Jaipur National University 2, n. 2 (2013): 149. http://dx.doi.org/10.5958/j.2277-4912.2.2.021.

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Scott, Jason. "Book Review". Journal of Legal Anthropology 5, n. 2 (1 dicembre 2021): 104–6. http://dx.doi.org/10.3167/jla.2021.050206.

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DAVIS, SVETLANA, e FREDERICK DAVIS. "The Effect of Guerrilla Marketing On Company Share Prices". Journal of Advertising Research 61, n. 3 (16 luglio 2021): 346–61. http://dx.doi.org/10.2501/jar-2021-010.

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Sharma, Paritosh. "Guerrilla Marketing: The Big Creative and Low Cost Arena of Advertising and Marketing". Quest-The Journal of UGC-ASC Nainital 7, n. 2 (2013): 109. http://dx.doi.org/10.5958/j.2249-0035.7.2.020.

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GURIŢĂ, Doina. "The Fight for the Life of a Tourism Company in a Global Competitive War Environment". Anuarul Universitatii Petre Andrei din Iasi. Fascicula Drept, stiinte economice, stiinte politice 26 (2020): 119–26. http://dx.doi.org/10.18662/upalaw/52.

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Lately there is talk of an expansion of some tourist services in most countries. In the developed countries, through the participation of the various economic sectors in the gross national product has brought a profound change in the global competitive environment. It has been observed, from the research carried out that some tourism companies apply as a technique of promotion on the global market the guerilla marketing. Jay Conrad Levinson defines guerrilla marketing as "achieving common goals through unconventional methods" [Robert J. Kaden, 2008]. "Guerrilla fighters" need to know precisely the important motivations and messages that will influence potential customers to become effective customers of the tourism company and existing customers to buy more. That is why it is important to make the locations known to the consumer, the advantages offered by the tourism company has marketing with all its levers.

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Gupta, Harshita, e Saumya Singh. "EVOLUTION OF GUERRILLA MARKETING AS AN EMERGENT MARKETING STRATEGY IN GLOBAL AND INDIAN CONTEXT". International Journal of Indian Culture and Business Management 1, n. 1 (2020): 1. http://dx.doi.org/10.1504/ijicbm.2020.10024953.

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Gupta, Harshita, e Saumya Singh. "Evolution of guerrilla marketing as an emergent marketing strategy in global and Indian context". International Journal of Indian Culture and Business Management 21, n. 2 (2020): 247. http://dx.doi.org/10.1504/ijicbm.2020.109743.

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Ay, Canan, Pinar Aytekin e Sinan Nardali. "Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising". American Journal of Economics and Business Administration 2, n. 3 (1 marzo 2010): 280–86. http://dx.doi.org/10.3844/ajebasp.2010.280.286.

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Grotowska, Stella. "Street art i guerrilla marketing jako próby tworzenia przestrzeni publicznej". Studia Humanistyczne AGH 11, n. 3 (2012): 11. http://dx.doi.org/10.7494/human.2012.11.3.11.

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Vander Schee, Brian A. "More Guerrilla Marketing Research20111Robert J. Kaden, Gerald Linda and Jay Conrad Levinson. More Guerrilla Marketing Research. Philadelphia, PA: Kogan Page 2009. 349 pp. $29.99 www.koganpageusa.com". Journal of Consumer Marketing 28, n. 4 (28 giugno 2011): 312–13. http://dx.doi.org/10.1108/07363761111143475.

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35

Bagust, Phil. "Book Review: Your Ad Here: The Cool Sell of Guerrilla Marketing". Media International Australia 151, n. 1 (maggio 2014): 210–11. http://dx.doi.org/10.1177/1329878x1415100145.

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36

Powrani, Kathireshan, e F. Kennedy. "The Effects of Guerrilla Marketing on Generation y Consumer’s Purchase Intention". Asian Journal of Economics, Business and Accounting 7, n. 1 (18 maggio 2018): 1–12. http://dx.doi.org/10.9734/ajeba/2018/39068.

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Bradley, Nigel. "Book Review: Guerrilla Marketing Research: Marketing Research Techniques that can help any business make more money". International Journal of Market Research 49, n. 4 (luglio 2007): 537–38. http://dx.doi.org/10.1177/147078530704900411.

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Muñiz Martínez, Norberto. "Re-branding Colombia through Urban Transformation and Rural Regional Marketing". International Studies. Interdisciplinary Political and Cultural Journal 24, n. 2 (30 dicembre 2019): 79–94. http://dx.doi.org/10.18778/1641-4233.24.06.

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Abstract (sommario):

Colombia is now projecting a new, positive image to the world after overcoming a past characterised by politically inspired guerrilla warfare and violent conflict with narco-trafficking cartels which had ravaged the country for decades. Even before the country’s transformation, other intermediate place institutions – cities and regions – had already taken significant steps towards territorial change and marketing. This paper outlines the processes involved in urban and social transformation in the city of Medellín and in the marketing of the coffee region, as illustrative cases of city re-branding and regional branding, respectively.

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Roux, Therese, e Marcel Saucet. "From dancing on the street to dating online: evaluating guerrilla street marketing performance". International Journal of Internet Marketing and Advertising 13, n. 1 (2019): 1. http://dx.doi.org/10.1504/ijima.2019.10025683.

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Roux, Thérèse, e Marcel Saucet. "From dancing on the street to dating online: evaluating guerrilla street marketing performance". International Journal of Internet Marketing and Advertising 14, n. 3 (2020): 336. http://dx.doi.org/10.1504/ijima.2020.108726.

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41

Hutter, Katharina, e Stefan Hoffmann. "Guerrilla Marketing: The Nature of the Concept and Propositions for Further Research". Asian Journal of Marketing 5, n. 2 (15 febbraio 2011): 39–54. http://dx.doi.org/10.3923/ajm.2011.39.54.

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42

Lombana-Bermudez, Andres. "Book Review: Guerrilla Marketing: Counterinsurgency and Capitalism in Colombia, by Alexander Fattal". Journalism & Mass Communication Quarterly 97, n. 2 (23 marzo 2020): 540–42. http://dx.doi.org/10.1177/1077699020912389.

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43

Singh, Saumya, e Harshita Gupta. "SHAPING CONSUMERS' PERCEPTION IN INNOVATIVE WAY: AN EXPLORATORY STUDY ON GUERRILLA MARKETING". International Journal of Business and Emerging Markets 12, n. 1 (2020): 1. http://dx.doi.org/10.1504/ijbem.2020.10029558.

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Gupta, Harshita, e Saumya Singh. "Shaping consumers' perceptions in innovative ways: an exploratory study on Guerrilla marketing". International Journal of Business and Emerging Markets 12, n. 2 (2020): 152. http://dx.doi.org/10.1504/ijbem.2020.107724.

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45

Haig, Zsolt, e Veronika Hajdu. "New Ways in the Cognitive Dimension of Information Operations". Land Forces Academy Review 22, n. 2 (27 giugno 2017): 94–102. http://dx.doi.org/10.1515/raft-2017-0013.

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Abstract (sommario):

Abstract In this paper the authors introduce the cognitive dimension that is becoming more and more important in the field of information operations with special regard to psychological operations (PSYOPS). The strengthening role of influencing skills and technological progress has created new avenues and opportunities in the military field. The paper seeks to point out the relationship between marketing and PSYOPS. In connection with this, the study intends to present a new approach to PSYOPS that can achieve the operational goals which set by the leader by applying guerrilla marketing tools and methods.

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Bulakh, Tetiana. "Innovative channels and forms of organization of advertising communication in the publishing business". Вісник Книжкової палати, n. 7 (29 luglio 2020): 11–16. http://dx.doi.org/10.36273/2076-9555.2020.7(288).11-16.

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Abstract (sommario):

The article analyzes innovations in the field of advertising, acceptable for use in advertising purposes by publishers, bookstores and libraries. In particular, the specifics of using non-traditional channels, as well as creative approaches in advertising communication, sometimes to long-known, to some extent standard solutions (scribing, newsjacking, guerrilla and viral advertising, etc.) as low-cost means of promoting publishing products and services. The directions of modern advertising activity are considered in detail, among which the ambient-appeal is a kind of outdoor advertising that uses the surrounding space for advertising purposes: field, trees, sidewalks, stairs, elevators, etc. The peculiarities of guerrilla advertising (guerrilla marketing), which today unites all low-budget means of advertising influence, are analyzed. In addition to ambient appeals, non-cost advertising options are viral advertising, cross-selling, flash mobs, performances, brand zones and more. It is due to the availability of guerrilla advertising methods that have gained popularity, including in the book industry. Attention is paid to such innovative technologies in the field of advertising as newsjacking — the use of news to promote your own brand; scribing — visualization of information with the help of graphic symbols that simply and clearly reflect its content and internal connections. It is concluded that the establishment of advertising and communication interaction can now be carried out without attracting significant funds, thanks to non-standard channels, creative approaches to the creation and presentation of advertising information.

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Russo, Giovanna. "Dalla tradizione all'innovazione: il marketing diventa unconventional". SOCIOLOGIA DEL LAVORO, n. 116 (aprile 2010): 31–44. http://dx.doi.org/10.3280/sl2009-116004.

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Abstract (sommario):

Scopo del contributo č sottolineare l'evoluzione del marketing da disciplina economica ad ambito delle scienze umane. A partire dalla constatazione che il marketing č reale punto di raccordo fra mondo della produzione e del consumo, si evidenzia che il mutamento coinvolge il consumatore, il mercato ed il contesto sociale come riassume il recente neologismo societing. In quest'ottica le frontiere piů innovative della materia rielaborano strumenti e quadri teorici proponendo una serie di nuovi marketing definiti "non-convenzionali", finalizzati non piů ai prodotti, bensě alle persone ed ai progetti. Si tratta di azioni che nascono dal bas- so, all'interno delle controculture per approdare a nuovi territori, tramite azioni di "guerrilla", logiche performative e strumenti multimediali. Grazie alle molteplici potenzialitŕ della Rete inoltre, il marketing unconventional puň intendersi come tecno-magia del nostro tempo, modalitŕ di aggregazione emozionale di individui che crea sapere condiviso attorno al totem del consumo.

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Serazio, Michael. "How news went guerrilla marketing: a history, logic, and critique of brand journalism". Media, Culture & Society 43, n. 1 (8 luglio 2020): 117–32. http://dx.doi.org/10.1177/0163443720939489.

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Abstract (sommario):

For decades, product placement and branded content have invaded more entertainment-oriented media forms; today, the rise of brand journalism (i.e. native advertising and content marketing) suggests that advertisers are now targeting news as a genre for commercial schemes. This article examines that practice through a critical analysis of advertising industry discourse including 28 in-depth interviews with brand journalism practitioners in the United States along with a decade of trade press coverage. It sketches the first historical trajectory of brand journalism and contextualizes the media industry factors that motivate participants’ exploration of it as a promotional vehicle. Drawing upon guerrilla marketing theory, this article further documents how brand journalism evinces a fundamental commercial self-effacement at its core – in mimicking journalistic style and substance – and thus portends a redefinition of advertising as a visible mass communication form.

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Stellar, Arthur. "Guerrilla Marketing for Job Hunters 3.0, by Jay Conrad Levinson and David Perry". Journal of School Public Relations 34, n. 1 (1 gennaio 2013): 106–8. http://dx.doi.org/10.3138/jspr.34.1.106.

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50

Киселева e T. Kiseleva. "Modern Approaches of Marketing of the Intellectual Products: OmniChannel". Economics 4, n. 3 (17 giugno 2016): 54–59. http://dx.doi.org/10.12737/19943.

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Abstract (sommario):

The article deals with the prospects for the development of modern marketing tools used in terms of OmniChannel for intellectual products: rich media, viral, hidden, guerrilla marketing, mobile marketing, business social networks, the SMM, online exhibitions, catalogs and subject heading, online conferences and seminars, contextual advertising, text ads; analyzed and interpreted the data collected by the experts of the company “Garant”, working with an intelligent product, the agency IAB Russia and Zenithoptimedia agencies, including cluster analysis means of promotion; based on the BCG matrix model is made up of funds of promotion of intellectual products; ABC analysis conducted means of promotion based on data for 2015; appropriate conclusions about the viability of the hypothesis of the applicability of the OmniChannel concept of intellectual product.

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