Publication result detail

Ways of using guerrilla marketing in SMEs

NAVRÁTILOVÁ, L.; MILICHOVSKÝ, F.

Original Title

Ways of using guerrilla marketing in SMEs

English Title

Ways of using guerrilla marketing in SMEs

Type

Paper in proceedings (conference paper)

Original Abstract

Marketing 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 their influence for SMEs. Theoretical background from the area of guerrilla marketing communication supports this approach with data from primary research collected by the authors. Adequate guerrilla campaigns could create acceptable background for effective marketing. The objective of this research is to verify intensity dependence of guerrilla marketing in connection with gender of the customer and identify possible trend of guerrilla marketing campaigns in SMEs. The research was aimed at random chosen group of young people in the Czech Republic. The result of the research can be used for the companies that operate in the Czech or Central European market especially in the area of beverages, food, sport/entertainment and beauty products.

English abstract

Marketing 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 their influence for SMEs. Theoretical background from the area of guerrilla marketing communication supports this approach with data from primary research collected by the authors. Adequate guerrilla campaigns could create acceptable background for effective marketing. The objective of this research is to verify intensity dependence of guerrilla marketing in connection with gender of the customer and identify possible trend of guerrilla marketing campaigns in SMEs. The research was aimed at random chosen group of young people in the Czech Republic. The result of the research can be used for the companies that operate in the Czech or Central European market especially in the area of beverages, food, sport/entertainment and beauty products.

Keywords

Guerilla Marketing, Experiential Marketing, SMEs, Czech Republic

Key words in English

Guerilla Marketing, Experiential Marketing, SMEs, Czech Republic

Authors

NAVRÁTILOVÁ, L.; MILICHOVSKÝ, F.

RIV year

2017

Released

01.09.2014

Location

Madrid

Book

Proceedings of the 3rd International Conference on Strategic Innovative Marketing (IC-SIM 2014)

Edition

Procedia - Social and Behavioral Sciences

ISBN

1877-0428

Periodical

Procedia Social and Behavioral Sciences

Volume

2015

Number

175

State

Kingdom of the Netherlands

Pages from

268

Pages to

274

Pages count

7

BibTex

@inproceedings{BUT109825,
  author="Ludmila {Navrátilová} and František {Milichovský}",
  title="Ways  of using guerrilla marketing in SMEs",
  booktitle="Proceedings of the 3rd International Conference on Strategic Innovative Marketing (IC-SIM 2014)",
  year="2014",
  series="Procedia - Social and Behavioral Sciences",
  journal="Procedia Social and Behavioral Sciences",
  volume="2015",
  number="175",
  pages="268--274",
  address="Madrid",
  doi="10.1016/j.sbspro.2015.01.1200",
  issn="1877-0428"
}