DOCSLIB.ORG

Guerrilla Marketing.Pdf

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Guerrilla Marketing.Pdf Faculty of Business Studies Premier University, Chittagong Bangladesh MBA PROGRAM MARKETING MANAGEMENT Course Coordinator: Mr. Tanvirul Islam Chowdhury Assistant Professor, Faculty of Business Studies Premier University Chittagong. Submitted by: Abhijit Pathak Student No: 0817230797 [3rd Semester] Date of Submission: The 22nd November, 2009 MARKETING WARFARE Marketing warfare is an attempt to apply successful military strategy to marketing situations. Marketing, as an academic discipline, is less than 100 years old. Military strategy has been developed in life and death struggles which have been ongoing throughout the whole of recorded history - more than 3,000 years. Successful companies today are competitor oriented - meeting the customers demands better than any other company in their field. By adapting military strategies to their operations, companies can gain and press home strong competitive advantages over all other companies in their industry. FOUR TYPES OF WARFARE 1. DEFENSIVE WARFARE • Only a market leader should wage defensive warfare. • Leaders must attack themselves by improving products. • All moves by competitors must be matched. 2. OFFENSIVE WARFARE • Focus on the strengths of no.1 in the market. • Find a weakness and attack at that single point. • Confine the attack to that single point of attack. 3. FLANKING WARFARE • Introduce a new product into an uncontested area. • Must be a surprise attack. Never boast in advance. • Pour everything into the flanking move if successful. 4. GUERRILLA WARFARE • Find a market segment small enough to defend. • Never start acting like a market leader. • Be ready to move elsewhere at a moment’s notice. FUNDAMENTAL PRINCIPLES • In marketing, the company with the larger resources is always going to win. Therefore, keep reducing • the field of battle until you reach a stage where you are in the strongest relative position. • The defensive strength of a market leader is formidable. • Aggressiveness alone is not the sign of good strategy. • Marketing battles are fought in the mind of the consumer. • Effective strategy should be varied industry by industry. CHARACTERISTICS OF AN EFFECTIVE MARKETING GENERAL 1. Flexibility: The ability to make ongoing adjustments as the battle unfolds. 2. Mental Courage: To stick with the plan, to defend it to others and to boost the morale of their employees. 3. Boldness: To take quick and decisive action when the business opportunity arises. 4. Knowledge of the Facts at the Front Lines: First hand knowledge of how customers are thinking and what they require. 5. Good Luck: An ingredient in any encounter - physical or mental. 6. Knowledge of the Rules: Knowing the basic theories of marketing warfare so well they become subconscious. WHAT IS GUERRILLA MARKETING? Guerrilla Marketing is marketing geared primarily toward small businesses, independent sales reps, professional practices, and other businesses with limited marketing budgets (although larger corporations have been dabbling in it as well lately!). A Guerrilla Marketing campaign enables us to compete against the leaders in a particular search area. Guerrilla's are usually so entrenched in a market by being everything to everyone that they can not make the quick changes due to being too risk-averse and complacent. This gives us the ideal opportunity to forge a sector in their marketplace. To compete against a Guerrilla, a company needs to pull out a full arsenal of integration, sector specialization, and network integration & social media awareness all while being competitive on price. GUERRILLA WARFARE Main Idea 1. Find a market segment small enough to defend. 2. No matter how successful you become in that segment, never start to act like a market leader. 3. Be prepared to move out of that segment at any time. Supporting Ideas The guerrilla is not trying to take business from a market leader -he is trying to take business away from all other competing uses for the money involved. Therefore, the guerrilla targets one small market segment in which he can become the leader. This requires judgment - if too big a market is targeted, it will attract the attention of the overall market leader. The key consideration is the application of resources. Guerrilla forces don’t have the money and organization to take on a broad front of business - they have to focus on one key product, one key service. The most successful guerrillas in marketing history have operated with a different organization and a different timetable from their competition. To quote a military example: In Vietnam, the U.S. had 543,000 troops of which only 80,000 were in combat and the rest were in support services. By contrast, almost every enemy soldier had a gun they used against the U.S. Similarly, guerrilla companies should get a high proportion of their staff into the marketing fray - the actual point of contact between the company and its customers. There should be no organizational charts, etc - just all front line and virtually no back room staff. The advantage of flexibility and a lean organization means the guerrilla company can move into another product or service at a moments notice without huge internal pain and stress. A guerrilla company can also make decisions quickly, without massive bureaucratic paperwork. The guerrilla company can quickly jump into a market where an opportunity exists, and just as quickly leave when a huge company with overpowering resources moves into the same market. Or the guerrilla can quickly move into a market being abandoned by a market leader. Guerrillas don’t change the mathematics of the marketing battle -they simply reduce the size of the battlefield until they reach a stage where they have a superiority of firepower in just that one market alone. SECRATES OF GUERRILLA MARKETING 1. Commitment – Determine a marketing plan and commit to it. The more repetition, the more it is remembered. 2. Confident – What should you be concerned about when you advertise? 5th concern is Price; 4th concern is N Selection; 3rd concern is Service; 2nd concern is Quality; 1st concern is Confidence. 3. Patient – You must have patience to be confident. 4. Assortment – The more Guerilla Marketing tactics you arm yourself with, the more people you reach. 5. Convenient – Be convenient for your customer and it will be easy for them to do business with you. 6. Amazement – Encourage excitement for what you offer. Are you the best? 7. Involvement – Prove you care by staying in touch and listening to your customer. Customers pay you back by referring their friends. 8. Armament – Equip your company with the necessary tools including a web site, cell phone, pager and other technology. 9. Content – Have killer content in your message. Talk directly to your customer with a clear direct message. 10. Measurement – You will have many methods of advertising in operation at one time, some will be a hit and some will miss. Reduce your marketing budget 50% by asking people “Where did you hear of us.” 10 COMMANDMENTS OF GUERILLA MARKETING 1. Know your market 2. Know who your customers are 3. how they think, and where they go 4. Keep your name in front of your in-house list 5. Work with the press 6. Educate the market 7. Put e-marketing to work for you 8. Do the Web right 9. Get a prime spot on the Web's search engines 10. Give talks and presentations at industry association meetings and conferences ADVANTAGES Flexible: Because of small scale nature can be adapted quickly, relatively easy to respond to change Low Cost: One of the founding principles – ideal for firms who do not have massive marketing budgets Targeted: Designed to reach the target market – reduces waste and ineffectiveness Simple: Many of the methods simple and easy to use and implement – ideal for the smaller business NON-TRADITIONAL ADVERTISING METHODS EXAMPLE :: THE COLA WAR :: Coca-Cola Vs. Pepsi Main Idea The principles of marketing warfare provide a strong (and historically accurate) analytical framework for studying the Coca-Cola vs. Pepsi marketing history. Supporting Ideas Coca-Cola was first introduced in the 1870’s as an exotic patent medicine for every affliction known to mankind. In 1902, the company took the cocaine out of the formula and started extensive advertising. The trademark Coke bottles were launched in 1915. In 1939, Pepsi-Cola launched a flanking assault on Coca-Cola by introducing a 12- ounce bottle which sold for the same price as Coke’s 7-ounce bottle. This was a brilliant move as Coke had not made that bottle so famous they couldn’t change it readily – nor could they change the price as they had an installed base of hundreds of thousands of soft-drink machines. A strong defensive move would have been for Coke to introduce a second brand which competed directly with Pepsi. They didn’t do that and by the late 1950s their lead over Pepsi was rapidly decreasing. Pepsi next introduced two strong strategic moves: • Large bottles sold at supermarkets for the home market. This was a new concept in a field that had previously been limited to small, single-serving packaging. Unfortunately, Coca-Cola was soon able to match Pepsi’s initiative in this area. • The Pepsi generation. All of Pepsi’s advertising suggested Coke was a drink for older people, while the next generation chose Pepsi. While Coke and Pepsi were fighting it out, the No. 3 cola, Royal Crown, introduced Diet Rite Cola. It was a brilliant flanking move that caught Coke and Pepsi by surprise. It took more than 3 years before Coca-Cola responded with Tab and Pepsi with Diet Pepsi. However, instead of building on that success, Royal Crown kept trying to build sales of its regular cola as well as the diet product - diluting the focus of its sales force Diet Rite Cola now has less than 4 percent of the market.
Load more

Recommended publications
  • Impact of Guerrilla Marketing on the Buying Behavior of Consumers
    International Journal of Research in Engineering, Science and Management 508 Volume-1, Issue-11, November-2018 www.ijresm.com | ISSN (Online): 2581-5792 Impact of Guerrilla Marketing on the Buying Behavior of Consumers Arun Raghu Babu Sr. Assistant Professor, Department of MBA, New Horizon College, Bengaluru, India Abstract: Guerrilla marketing is a modern technique in product advertising world and providing a message for consumers that marketing that makes use of unconventional or unusual means of is very interactive and this practice has been engaged by many promoting the product to the market. This advertising style relies companies such as Nike, beverage industry. Guerrilla heavily on unconventional marketing strategy, high energy and imagination. Guerrilla marketing involves unusual approaches marketing is an essential marketing technique which consist a such as intercept encounters in public places, street giveaways of chain of strategies that can be applied with a little budget in the products, or any unconventional marketing intended to get company. It can also bring new customers over the time and the maximum results from minimal resources. More innovative customers which have a good relationships with companies approaches to Guerrilla marketing now utilize mobile digital tend to talk about their good experiences and they will attach to technologies to engage the consumer and create a memorable a brand because they trust the brand and the firm. brand experience. Guerrilla marketing is a low cost strategy which makes ideal for firms who do not have massive marketing budgets. A. Research methodology Its success will depend on its social acceptance and mature scripts rather than vulgar ideas.
    [Show full text]
  • “Guerrilla Marketing – Structuring the Manifestations and Critical Evaluation”
    “Guerrilla marketing – structuring the manifestations and critical evaluation” AUTHORS Gerd Nufer https://orcid.org/0000-0003-1414-004X ARTICLE INFO Gerd Nufer (2013). Guerrilla marketing – structuring the manifestations and critical evaluation. Innovative Marketing , 9(2) RELEASED ON Monday, 29 July 2013 JOURNAL "Innovative Marketing " FOUNDER LLC “Consulting Publishing Company “Business Perspectives” NUMBER OF REFERENCES NUMBER OF FIGURES NUMBER OF TABLES 0 0 0 © The author(s) 2021. This publication is an open access article. businessperspectives.org Innovative Marketing, Volume 9, Issue 2, 2013 Gerd Nufer (Germany) Guerrilla marketing – structuring the manifestations and critical evaluation Abstract Guerrilla marketing designates 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. It is a fine line between innovative, creative marketing and producing reactance in the minds of the audience by exceeding limits. While guerrilla marketing activities can be seen more and more in the marketing practice, the phenomenon is either discussed very controversially in the marketing science or even neglected completely in the scientific marketing literature. The paper gives an overview of guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples. Finally, guerrilla marketing is evaluated from a neutral perspective and developmental trends are traced. Keywords: guerrilla marketing, marketing communications, marketing mix, innovative marketing.
    [Show full text]
  • “To Explore If Guerrilla Marketing Campaigns Effect Consumption Behaviour on Consumers Between the Ages of 18-29, Generation Y.” Conor Kelly 1571569
    SUPERVISOR: ALAN MORGAN “To explore if Guerrilla marketing campaigns effect consumption behaviour on consumers between the ages of 18-29, Generation Y.” Conor Kelly 1571569 Bachelor of Business 4/10/2015 Word Count: 5,080 “To explore if Guerrilla marketing campaigns effect consumption behaviour on consumers between the ages of 18-29, Generation Y.” Table of Contents Declaration . 4 Acknowledgements . .5 Abstract. 6 Chapter One Introduction 1.1 Introduction . 8 1.2 Research Problem Area . 8 1.3 Research Objectives . 9 1.4 Data Collection Method . 9 Chapter Two Literature Review 2.1 Consumer behaviour . 11 2.2 Generation Y . 11 2.3 Guerrilla Marketing. 12 2.4 Conclusion. 13 Chapter Three Methodology 3.1 Introduction . .15 3.2 Research Question . 15 3.2.1 Research Objectives. 15 3.3 Research Design . 16 3.3.1 Descriptive . 16 3.3.2 Exploratory . 16 Conor Kelly Page 1 “To explore if Guerrilla marketing campaigns effect consumption behaviour on consumers between the ages of 18-29, Generation Y.” 3.3.3 Causal. 17 3.4 Information collection and Quantitative Research. 17 3.4.1 Quantitative Research. 17 3.4.2 Surveys. 18 3.5 Methods Rejected. 19 3.6 Conclusion. 20 3.7 Limitations. 20 Chapter Four Findings and Analysis 4.1 Introduction . 22 4.2 Quantitative Analysis and Findings . 22 4.2.1 Questions from survey conducted . 22 4.3 Quantitative Results . 23 4.3.1 Analysis for age group 18-21 . 23 4.3.2 Analysis for age group 22-25 . 25 4.3.3 Analysis for age group 26-29 .
    [Show full text]
  • Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising
    American Journal of Economics and Business Administration 2 (3): 280-286, 2010 ISSN 1945-5488 © 2010 Science Publications Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising 1Canan Ay, 2Pinar Aytekin and 3Sinan Nardali 1Department of Business Administration, Faculty of Economics and Administrative Science, Celal Bayar University, Manisa, Turkey 2Department of Marketing, Turgutlu Occupational College, Manisa, Turkey 3Department of International Trade, School of Applied Science, Manisa, Turkey Abstract: Problem statement: Companies attempt to reach private worlds of consumers and give them memorable experience with their brands by using guerrilla marketing tools. Guerrilla advertising, which is one of the guerrilla marketing tools, usually attracts the attention of consumers but sometimes irritates and annoys the consumers and even breaks the law. Approach: The study determined these ethical aspects by evaluating different guerilla advertising strategies of the companies. A critical assessment of the printed and visual discoursed of guerilla ads were made in this context. Results: The assessment indicated that there are some ethical problems about guerrilla advertising implementations. Especially the ads, which include fear-appeal, may irritate people. Also, distraction of attention in traffic is the other important ethical problem. Conclusion/Recommendations: These kinds of guerrilla ads may reduce the effectiveness of advertisements in general and dislike of a company’s ad may lead to biased reactions towards
    [Show full text]
  • The Review of the Two Latest Marketing Techniques; Viral Marketing and Guerrilla Marketing Which Influence Online Consumer Behavior
    Global Journal of Management and Business Research: E Marketing Volume 14 Issue 2 Version 1.0 Year 2014 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc. (USA) Online ISSN: 2249-4588 & Print ISSN: 0975-5853 The Review of the Two Latest Marketing Techniques; Viral Marketing and Guerrilla Marketing which Influence Online Consumer Behavior By Ken Fong & Rashad Yazdanifard Southern New Hampshire University, Malaysia Abstract- The internet has developed into a new distribution channel and online trading is increasing rapidly in a decade. This has created a need for us to understand how the consumer perceives online purchases.Online marketing techniques are the art and science of selling products or services over digital networks, such as the Internet and cellular phone networks. Internet in the consumer decision-making process ensures that marketer to make greater use of this tool, while consumers are changing or challenging traditional pattern of supply of the commercial websites. Keywords: online marketing techniques, consumer perceives, online purchase, digital network. GJMBR-E Classification : JEL Code: M31 TheReviewoftheTwoLatestMarketingTechniquesViralMarketingandGuerrillaMarketingwhichInfluenceOnlineConsumerBehavior Strictly as per the compliance and regulations of: © 2014. Ken Fong & Rashad Yazdanifard. This is a research/review paper, distributed under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. The Review of the Two Latest Marketing Techniques; Viral Marketing and Guerrilla Marketing which Influence Online Consumer Behavior Ken Fong α & Rashad Yazdanifard σ Abstract- The internet has developed into a new distribution marketing technique which expected will be influencing 2014 channel and online trading is increasing rapidly in a decade.
    [Show full text]
  • Cultural Activism T HAMYRIS
    Cultural Activism T HAMYRIS This volume addresses contemporary activist practices that aim to interrupt and reorient Cultural Activism politics as well as culture. The specific tactics analyzed here are diverse, ranging from culture jamming, sousveillance, media hoaxing, adbusting, subvertising, street art, to I hacktivism, billboard liberation, and urban guerilla, to name but a few. Though indebted NTERSECTING to the artistic and political movements of the past, this form of activism brings a novel dimension to public protest with its insistence on humor, playfulness, and confusion. This book attempts to grasp both the old and new aspects of contemporary activist practices, as well as their common characteristics and internal varieties. It attempts to open up space for the acknowledgement of the ways in which contemporary capitalism affects all Practices, Dilemmas, and Possibilities Editors Begüm Özden Firat our lives, and for the reflection on possible modes of struggling with it. It focuses on the Aylin Kuryel possibilities that different activist tactics enable, the ways in which those may be innovative or destructive, as well as on their complications and dilemmas. N o The encounter between the insights of political, social and critical theory on the one 21 hand and activist visions and struggles on the other is urgent and appealing. The essays collected here all explore such a confrontational collaboration, testing its limits and productiveness, in theory as well as in practice. In a mutually beneficial relationship, theoretical concepts are rethought through activist practices, while those activist practices are developed with the help of the insights of critical theory. This volume brings scholars and activists together in the hope of establishing a productive dialogue between the Activism Cultural theorizations of the intricacies of our times and the subversive practices that deal with them.
    [Show full text]
  • Guerrilla Marketing - and Its Effects on Consumer Behavior
    BACHELOR THESIS Spring 2012 Kristianstad University International Business and Economics Program Guerrilla Marketing - And its Effects on Consumer Behavior Authors Sandra Belić Emelie Jönsson Supervisor Christer Ekelund Examiner Timurs Umans Abstract 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.
    [Show full text]
  • Guerrilla Marketing—Innovative Or Parasitic Marketing?
    Modern Economy, 2013, 4, 1-6 http://dx.doi.org/10.4236/me.2013.49A001 Published Online September 2013 (http://www.scirp.org/journal/me) Guerrilla Marketing—Innovative or Parasitic Marketing? Gerd Nufer ESB Business School, Reutlingen University, Reutlingen, Germany Email: [email protected] Received April 17, 2013; revised May 17, 2013; accepted June 17, 2013 Copyright © 2013 Gerd Nufer. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. ABSTRACT Guerrilla marketing designates 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 possi- bilities for the deployment of tools. It is a fine line between innovative, creative marketing and producing reactance in the minds of the audience by exceeding limits. While guerrilla marketing activities can be seen more and more in the marketing practice, the phenomenon is either discussed very controversially in the marketing science or even neglected completely in the scientific marketing literature. The paper gives an overview of guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples. Finally, guerrilla marketing is evaluated from a neutral perspective and developmental trends are traced. Keywords: Guerrilla Marketing; Marketing Communications; Marketing Mix; Innovative Marketing 1.
    [Show full text]
  • Guerrilla Marketing: As an Apparatus for “Interactive and Embedded Advertising Tool for Marketing Goods”; Through Innovative Sources of Social Networking Mrs
    International Journal of scientific research and management (IJSRM) \ ||V olume||3||Issue||4||Pages|| 2680-2682||2015|| Website: www.ijsrm.in ISSN (e): 2321-3418 Guerrilla marketing: as an apparatus for “interactive and embedded advertising tool for marketing goods”; through innovative sources of social networking Mrs. Gopika G Assistant Professor, Amrita School of Arts and Sciences, Amrita Vishwa Vidyapeetham, Kochi, India-682024. Email: [email protected] Abstract Marketing through Internet opened new frontiers for advertisers with the advent of the ad server, which facilitated "dot-com" roar of the 1990s. Innumerable websites, including the search engine Google, revolutionized advertising by emphasizing contextually pertinent, inconspicuous ads intended to lend a hand, rather than overwhelm consumers. A recent advertising modernization which is implemented by the businesses these days is "guerrilla marketing", which involves remarkable approaches, giveaways of products such as cars that are sheltered with brand messages, and interactive promotion where the viewer can retort to befall part of the advertising message. The research paper is initiated to investigate the modernization of advertising management through guerrilla marketing and its outcome on the consumers. Keywords: Guerrilla Marketing- Advertising management- Promotion- consumer Introduction world for its cost effectiveness where budget is a criterion. Guerrilla Marketing is an advertising approach that focuses Its focus is on time, low cost, innovative strategies of on economical and exceptional marketing tactics that give in marketing, low energy consumption and not on big utmost results. This is one of the significant strategies marketing budget. Guerrilla marketing emphasizes on applied by companies these days which reflects an retaining existing customers than acquiring new ones.
    [Show full text]
  • The Role of Guerrilla Marketing Strategy to Enrich the Aesthetic and Functional Values of Brand in Egyptian Market
    Vol (2) Issue (1) July 2012 International Design Journal The role of guerrilla marketing strategy to enrich the aesthetic and functional values of Brand in Egyptian market Dr. Faten Farouk Assistant professor- advertising dept., Faculty of Applied Arts, Helwan University, Egypy Abstract: Guerrilla marketing is an unconventional and low cost marketing strategy that achieves significant and distinctive effects compared with traditional marketing strategies. Undoubtedly it is successful in practical applications, still new,fresh and not as explicitly explored academically as other marketing methods. The research investigates the guerrilla marketing strategy as an important, creative, innovative technique and low cost in marketing process. It presents an approach of Guerrilla marketing; definition, principals, advantages and its role to enrich the Aesthetic and functional values of brand. The paper believes that guerrilla marketing is one of the best marketing and advertising strategies that can be used to enrich the aesthetic and functional values of brand and create a distinctive competitive position in the current economic situation in Egypt. Also, the researcher believes that the benefit from Guerrilla marketing strategies will contribute to revitalize the advertising industry and commercial movement in the Egyptian market, which will activate the Egyptian economy. The paper presents some suggested ideas of ISIS company for organic food that depend on take advantage of Guerrilla marketing strategies. Key Words: Guerrilla marketing – Aesthetic and functional values – brand image. Introduction: Guerrilla marketing is an "unconventional After more than a year on the January 25 marketing which intended to get revolution, the Egyptian economic maximum results from minimal situation became in continues resources." Guerrilla marketing Deterioration, which impact negatively on campaigns are typically more inventive the advertising industry in Egypt.
    [Show full text]
  • A Common Ground in Guerilla Marketing – State of Research and Further Research Opportunities
    Junior Management Science 1 (2016) 1-300 Junior Management Science journal homepage: www.jums.academy A Common Ground in Guerilla Marketing – State of Research and Further Research Opportunities Lennart Wendland Otto-von-Guericke-Universität Magdeburg Abstract Guerilla Marketing is a cloudy concept. While practitioners and scientists increasingly use it in their practice, its definition remains not straightforward. This thesis builds a common ground in Guerilla Marketing through clearing up the field. Guerilla Marketing is defined and an overall model is presented that integrates previous efforts. This model has some advantages. Most strikingly, it introduces two highly relevant mediators which include recipient’s behavior into the model. Keywords: Guerilla Marketing, Marketing science, Conceptual framework, Philosophy of science 1. Introduction that are said to be aligned with the Guerilla Marketing con- cept but only little input has been delivered on how to de- “Guerilla Marketing is a body of unconventional ways of fine, classify or categorize those approaches. A final scien- pursuing conventional goals” is how Levinson(2008) broadly tific model to explain the entire concept is still missing and describes a concept which he himself devised and who so far mostly single actions or effects have been described. claimed to be the “father of Guerilla Marketing” (Schulte, The definition of Levinson(2008) as a basis is just as explicit 2007, p. 16). This ambiguous definition was obviously only as it is misleading yet it still today is of a tremendous rele- one of Levinson’s innumerable contributions since the early vance for a critical discussion on the topic. Asking whether 1980s, yet it reflects that the concept itself leaves plenty of or not Guerilla Marketing really is as innovative as it is said room for interpretation.
    [Show full text]
  • The Role of Guerrilla Marketing in Increasing the Competitiveness of Small and Medium Enterprises
    THE ROLE OF GUERRILLA MARKETING IN INCREASING THE COMPETITIVENESS OF SMALL AND MEDIUM ENTERPRISES 1BENLAKHDAR MOHAMED LARBI, 2BENSAID AMEL, 3YAGOUB ASMA 1,,2,3 Department of Business, TAHRI Mohammed University, Bechar ,Algeria Laboratory of study economics and development local in south west of Algeria ; Algeria E-mail: [email protected] , [email protected] Abstract - Nowadays, the competitive advantage in the world of business becomes an important thing sought by many institutions, especially in an environment full of conflicts for surviving and the development which is accompanied by menaces. For this reason this study aimed at indentify the role played by Guerilla Marketing in competitive increase medium- sized enterprises and small (SME), through an applied study of “RACINE Institution” in Béchar city, to achieve this purpose an interview with the director personally was done, a questionnaire was prepared, and suitable statistic styles were used. The study’s results showed how effective Guerilla Marketing is in the increase of SME competitiveness, in addition to the viability of its success through the adoption of innovative methods and maintenance of the credibility of the advertising message with a constant willingness to take risks and all these by adopting a low budget. Key words - Guerilla marketing, competitiveness, Small and Middle Institutions (SME) I. INTRODUCTION ambushes, sabotage, raids, and the use of a surprise element, such as guerilla warfare. Gorilla Marketing Small and medium enterprises play an important role uses the same tactics in its marketing campaigns. in the economies of countries because of their "Levinson, 1984" defines it as "the type of marketing advantages in the field of organizational skills, the that uses a surprise factor or an unconventional way ability to innovate, to identify market conditions, of communicating with consumers in order to make their proximity to customers, their adaptability and them promote the product or service themselves, by other advantages.
    [Show full text]