Ways of using guerrilla marketing in SMEs

Ways of using guerrilla marketing in SMEs

Stať ve sborníku v databázi WoS či Scopus

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.

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.

Guerilla Marketing, Experiential Marketing, SMEs, Czech Republic

Guerilla Marketing, Experiential Marketing, SMEs, Czech Republic

NAVRÁTILOVÁ, L.; MILICHOVSKÝ, F.

2017

01.09.2014

Madrid

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

Procedia - Social and Behavioral Sciences

1877-0428

Procedia Social and Behavioral Sciences

2015

175

Nizozemsko

268

274

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