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Marketing Communication: Peran Guerrilla Marketing Terhadap Keputusan Pembelian Di Eropa
Jurnal Ekonomi, Manajemen Pariwisata dan Perhotelan, 2023 Guerrilla marketing is a marketing strategy that was developed in the early 1980s by Jay Conrad Levinson. The idea behind guerrilla marketing is to use unconventional and low-cost tactics to promote a brand or product. This study aims to describe the implementation of guerrilla marketing in Europe and describe the impact of guerrilla marketing on ...
G. Cahyani
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Guerrilla marketing: counterinsurgency and capitalism in Colombia
Canadian Journal of Latin American and Caribbean Studies / Revue canadienne des études latino-américaines et caraïbes, 2021Alexander L. Fattal’s excellent book examines the state-sponsored demobilization of guerrilla fighters as a form of ideological warfare in the years leading up to the 2016 Peace Accord, signed with...
Luis van Isschot
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The Effect of Guerrilla Marketing On Company Share Prices
Journal of Advertising Research, 2021This study analyzes a hand-collected sample of 803 guerrilla marketing campaigns from 2007 to 2017 to examine the impact on abnormal share price performance. Using both event study and cross-sectional analysis, results indicate that event-period abnormal
Svetlana Davis, Frederick Davis
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The Impact of Guerrilla Marketing on Perception of Marketing Innovation and Brand Trust
Alanya Akademik BakışDoes guerrilla marketing influence perceptions of marketing innovation and brand trust? Alongside this question, the issue of whether perceptions of marketing innovation impact brand trust arose during the development of the research model and literature
Ferdi Akbıyık
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Advances in Economics, Management and Political Sciences
This study investigates how guerrilla marketing benefits SMEs operating in saturated markets, with Liquid Death serving as an illustrative example. While existing literature extensively examines guerrilla tactics for large corporations across diverse ...
Zihang Fang +4 more
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This study investigates how guerrilla marketing benefits SMEs operating in saturated markets, with Liquid Death serving as an illustrative example. While existing literature extensively examines guerrilla tactics for large corporations across diverse ...
Zihang Fang +4 more
semanticscholar +1 more source
Guerrilla Marketing in the Public Sector: A Systematic Literature Review
Journal of economics, finance and management studiesNowadays, the public sector organizations required to be more innovative in information and public service delivery. Digitalization era has become a trigger for marketing strategy to be implemented in all sector including the public sector.
Rinto Youbel Gemmy Moniyung +4 more
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Guerrilla Marketing in Commercial Transportation
SSRN Electronic Journal, 2013With the globalization where market channel structures and strategies are developing is bringing to a more complex concept of marketing channels, with disintermediation or reintermediation, multi-channeling and new roles/specializations that are emerging as new issues. Market competition becomes much larger role in anticipating long-term development of
Sanjeev Singhal, Arpit Tiwari
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Guerrilla marketing for information services?
New Library World, 2008Purpose“Guerrilla marketing” describes unconventional marketing strategies with which to achieve significant effects – with a fraction of the budget of “traditional” marketing campaigns. This article aims to give an introduction to “guerrilla marketing” principles and discuss suitability of this marketing approach for information services.Design ...
Guido Baltes, Isabell Leibing
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ARZUSIN
Intensifying competition in the skincare industry between local and global brands requires companies to implement innovative and creative marketing strategies to improve marketing performance. The decline in Somethinc’s brand position in e-commerce sales
Fera Aprilliya, Ibnu Khajar
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Intensifying competition in the skincare industry between local and global brands requires companies to implement innovative and creative marketing strategies to improve marketing performance. The decline in Somethinc’s brand position in e-commerce sales
Fera Aprilliya, Ibnu Khajar
semanticscholar +1 more source
A STUDY ON GUERRILLA MARKETING AND BRAND IMAGE IN THE SOCIAL MEDIA AGE
EPRA international journal of multidisciplinary researchDespite 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. The guerrilla marketing
Mohan D K, Dr. Vinay K S
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