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Ethical aspects of guerrilla and ambush marketing [PDF]
Ekonomski Signali, 2020 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,
Dašić Dejan R. +2 more
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Guerrilla Marketing—Innovative or Parasitic Marketing?
Modern Economy, 2013 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 ...
Gerd Nüfer
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Guerrilla Advertisement and Marketing
Procedia, Social and Behavioral Sciences, 2012 AbstractThis study examines the relationships, similarities, and differences among traditional advertising applications, guerrilla art, guerrilla marketing, and guerrilla advertising, all of which are interrelated. Guerrilla advertising differs from traditional advertising in that it is creative and allows for maximum turnover while spending the least ...
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GUERRILLA MARKETING AS EFFECTIVE TOOL FOR PROMOTING GOODS ON THE MARKET
Вестник Мининского университета, 2017 The authors seek to address issues relevant for the company to attract more customers, increase sales and profits in the conditions of the Russian economy. The authors point to the fact that traditional advertising methods are not effective.
S. N. Kaznacheeva, V. A. Bondarenko
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Ways of Using Guerrilla Marketing in SMEs
Procedia, Social and Behavioral Sciences, 2015 AbstractMarketing communication has become more important than ever before because of the building strong relationships with customers. Relationship marketing should be basis for SMEs be able to be competitive and successful. The paper provides an overview of current trends of using guerrilla marketing communication especially in large enterprises and ...
František Milichovský
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SAGE OpenTraditional marketing tactics have been significantly challenged by marketers in various areas, especially in the food sector. Firms utilize overt, along with emerging marketing communication strategies in the form of covert marketing, to circumvent ...
Asif Mahmood
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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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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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The Effect of Applying Guerrilla Marketing Techniques on the Emerging Sports Brand Equity [PDF]
Research in Sport Management and Marketing, 2023 Purpose: the purpose of this research is to investigate the effect of applying guerrilla marketing techniques on emerging sports brand equity.Methods: The research methodology is semi-experimental in terms of practical purpose and in terms of data ...
Hossein Faridniya +3 more
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The Influence of Guerrilla Marketing on Buying Interests in Indonesian Fashion Local Brands
TIJAB (The International Journal of Applied Business), 2022 The modern age has had an impact on commercial sectors, particularly the fashion industry. There are already an increasing number of local brands that are in demand from the general public, particularly ladies.
Karen Millennia Puspa Nugroho +1 more
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