Results 311 to 320 of about 804,718 (365)

Generational responses to guerrilla marketing: examining brand associations across Generations Z and Y

Young Consumers
This study aims to examine generational differences in the impact of guerrilla marketing on brand perceptions in Azerbaijan, focusing on Generations Z and Y. It investigates how unconventional marketing tactics, such as guerrilla marketing, influence
Hossein Faridniya, Andrea Vocino, Marta Massi, José I. Rojas‐Méndez   +3 more
semanticscholar   +1 more source

Guerrilla marketing counterinsurgency and capitalism in Colombia

The Communication Review, 2020
Every year, scholars add a significant quantity of academic production to the already long list of publications on the Colombian conflict.
D. Cortés
openaire   +2 more sources

The Effectiveness of Guerrilla Marketing Strategies in Enhancing the Competitive Position of Local Travel Agencies: An Analytical Study of the Tourism Sector in the City of Samarra

South Asian Research Journal of Business and Management
This study aims to identify the impact of guerrilla marketing dimensions on enhancing the competitive position of local travel and tourism companies in the city of Samarra.
Mustafa Kamil Al-Kanaani, Omar Azeez Abbas, Aliaa Ibrahim Hussein   +2 more
semanticscholar   +1 more source

Guerrilla Marketing: An innovative stride

SMS Journal of Enterpreneurship and Innovation, 2016
Marketing tools and techniques have constantly been evolved and with this evolution of marketing practices, innovation is one thing which is inevitable. Marketers constantly have to keep an eye on the latest trends prevailing in the market place and have to increase their know-how on effective communication of the benefits which they have in their bags
Harshita Gupta, Saumya Singh
openaire   +1 more source

EVOLUTION OF GUERRILLA MARKETING AS AN EMERGENT MARKETING STRATEGY IN GLOBAL AND INDIAN CONTEXT

International Journal of Indian Culture and Business Management, 2020
Historical evolution of marketing has always been a major concern of the academicians. The paper is an attempt to divulge the history behind an unconventional marketing tool which although being used on a worldwide scale, yet remains less discussed in ...
Harshita Gupta, Saumya Singh
semanticscholar   +1 more source

How news went guerrilla marketing: a history, logic, and critique of brand journalism

, 2020
For decades, product placement and branded content have invaded more entertainment-oriented media forms; today, the rise of brand journalism (i.e. native advertising and content marketing) suggests that advertisers are now targeting news as a genre for ...
Michael Serazio
semanticscholar   +1 more source

Effectiveness of Guerrilla Marketing in Lithuania: a Case Study of the Swedbank's "Life under the Oak" Campaign

In response to the current issues of catching customer attention amidst information overload, guerrilla marketing has evolved as a disruptive technique that prioritizes creativity and uniqueness over standard advertising tactics.
Basil Ahmad Syed, Edafe Anderson Ozero, Samson Toye Abiodun   +2 more
semanticscholar   +1 more source

Guerrilla Marketing: A Theoretical Review

Indian Journal of Marketing, 2013
Guerrilla marketing, in spite of its modest beginnings in the early 1960s, is today extensively used not just by small and medium enterprises, but also by big corporations. Guerrilla marketing, with its unique characteristic of surprise, diffusion and low cost has come to stay because of these advantages over traditional marketing.
openaire   +1 more source

SHAPING CONSUMERS' PERCEPTION IN INNOVATIVE WAY: AN EXPLORATORY STUDY ON GUERRILLA MARKETING

, 2020
Guerrilla marketing is an innovative concept which is relatively new to the Asian threshold when compared to developed countries of Europe and USA. The study aims to examine the factors of consumers' perception in Indian context and also considers the ...
Harshita Gupta, Saumya Singh
semanticscholar   +1 more source

Guerrilla marketing

2020
Ни для кого не секрет, что мировая экономика переживает не самые легкие времена. Сегодня компании не могут себе позволить тратить миллионы на рекламу и продвижение своих товаров. В этом случае, для привлечения бесценного внимания потребителя, на помощь приходит так называемый «партизанский» маркетинг.
openaire   +1 more source