Results 1 to 10 of about 791,970 (248)
Journal of Management Small and Medium Enterprises (SME's)Despite the expansion of research on guerrilla marketing, the concept of this practice related to SMEs needs to be scrutinized more. This article highlights the benefits of guerrilla campaigns for small and medium-sized companies.
Eunike Gegung
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The impact of surprise guerilla marketing on customer behavior [PDF]
Innovative MarketingThis study aimed to investigate the impact of guerilla marketing (i.e., guerilla ambient marketing and guerilla sensation marketing) on customer behavior (i.e., customer purchase intention and customer brand attitude).
Layla Alsheikh
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Small and Medium Enterprises Brand Positioning Through Guerilla Marketing Principles
Vilnius University Open Series, 2021 The article analyses the positioning process of small and medium enterprises using the principles of guerrilla marketing. At the beginning of a business start-up, the positioning process becomes crucial to gain a competitive advantage in a crowded market.
Viltė Lubytė
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Tiktok’s Role on Guerilla Marketing in Digital Marketing Era
SIMAK, 2023 This research aims to analyze the role of TikTok in guerilla marketing in the digital marketing era. The type of research used is descriptive qualitative. The primary data used in this research was obtained from observations of phenomena by researchers on the TikTok accounts @sovella.id and @moutfit_id.
Seprianti Eka Putri, Peri Jayadi
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AN IN-DEPTH EXAMINATION OF GUERILLA MARKETING STRATEGIES IN THE SPORTS INDUSTRY
Spormetre Beden Eğitimi ve Spor Bilimleri DergisiHigh competition as a result of technological advancements and a rise in the diversity of products in sports has resulted in a trend toward a more active procedure in sports marketing.
Oktay Akyüz +2 more
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Guerilla Marketing Strategies of Neochurches in Cameroon [PDF]
American Journal of Operations Management and Information Systems, 2020 The subject of this thesis is a phenomenon of guerrilla marketing, an innovative and unconventional form of marketing that emerged relatively recently and became a popular tool of marketing. In Cameroon there have been the opening of many new churches, especially the Pentecostal and evangelical churches who aim at the prosperity gospel. Neochurches are
Francis Mbah Takwi +3 more
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Jurnal Aplikasi Manajemen, 2016 Advertising is the part of the promotion. In Indonesia, many companies use promotions in order to increase sales. Advertising sends the message and brand value to the consumers. The amount of advertising that is conventionally leading to saturation for consumers in Indonesia.
Ady Putra Pratama
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New technologies and ambient marketing communication
Annales Universitatis Paedagogicae Cracoviensis. Studia de Cultura, 2022 This paper introduces unconventional forms and technology of digital communication, which guerilla and ambient marketing communication utilize to implement strategies of communi-cation with clients.
Łukasz P. Wojciechowski +1 more
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West Science Business and Management, 2023 The number of Mixue outlets has rapidly spread in Indonesia since 2020, creating a stigma in the community that Mixue is a "Malaikat Pencatat Ruko Kosong".
S. P. Faddila, Neni Sumarni
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Comparison of influence of selected viral advertising attributes on shopping behavior of Millennials – empirical study [PDF]
Innovative Marketing, 2020 The study aims to evaluate the impact of selected factors of viral campaigns on Millennials customers’ consumer behavior. This goal was achieved in two steps: in the first step, the authors determined the impact of selected attributes on purchasing ...
Martin Mudrik +4 more
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