Results 1 to 10 of about 12,397 (265)
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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The marketing of small enterprises, guerilla marketing [PDF]
Interdisciplinary Management Research III, 2006 Rad je fokusiran na pristupe i tehnike koje tvrtke koriste za identificiranje i ispunjavanje potreba i očekivanja potrošača, uz ostvarivanje profita sa malim tj. vrlo ograničenim sredstvima u ranim fazama razvoja poduzeća (Start-up faza) ili u malim poduzećima.
Zeljka Zavisic, Mane Medic
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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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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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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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Guerrilla Advertising Strategies A Theoretical Approach
Journal of Architecture, Art & Humanistic Science, 2021 In present economic scenario, people are exposed to a greater number of commercial messages which cannot be perceived unless they at first instance have grabbed the attention.
Huda Othman
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Guerrilla marketing applied to companies in the dental equipment sector
Revista Arbitrada Interdisciplinaria Koinonía, 2020 The research aims to analyze guerrilla marketing applied to companies in the dental equipment sector in Ecuador. It was generated from a descriptive type with non-experimental field design, a population sample of 123 professionals linked to dental ...
Francisco José Moscoso-Moscoso +3 more
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Journal of Architecture, Art & Humanistic Science, 2021 Modern communication technology has witnessed, during the last twenty years, an amazing development and an unparalleled explosion, as it leads us towards a new communication style that accommodates all modes of communication, which is interactive ...
Mohamed Essam Fawzy Husein +2 more
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Using Guerilla Advertising Strategy to Create Effective Animated Ads
Journal of Architecture, Art & Humanistic Science, 2016 The research addresses the “Guerilla Advertising Strategy” for creating effective animated ads through some different points, which are: the historical background of the usage of the term “Guerilla”, defining the Guerilla Marketing, the basics of the ...
Mohamed Metwaly
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