Tooling Up: Guerrilla Marketing Yourself

2021 ◽  
Keyword(s):  
Guerrilla Marketing

scholarly journals Sustainable practices through green guerrilla marketing – an innovative approach

2017 ◽  
Vol 8 (2) ◽  
pp. 61 ◽  
Author(s):  
Harshita Gupta ◽  
Saumya Singh
Keyword(s):  
Sustainable Development ◽  
Vietnam War ◽  
Guerrilla Warfare ◽  
Marketing Concept ◽  
Socially Responsible ◽  
The Sustainable Development ◽  
Customer Base ◽  
Guerrilla Marketing ◽  
The 1960S ◽  
Near Future

Sustainability is the need of the hour. Organizations that align the interests of all their stakeholders – customers, investors and employees are considered to act for sustainable development. But some of the organizations compromise to this fact. They are rather busy exploiting the resources. Bluffing the customers for making quick profits has become a prevalent notion. Amidst all these selfish motives, they tend to forget about the repercussions which we and our planet may endure as a whole in near future. There are many evidences when responsible companies have proved themselves performing better in the long run.Green Guerrilla Marketing is an innovative concept, trying to figure out various ways to successfully market the products and at the same time acting ethically and socially responsible towards the sustainable development. It revolves around being conscious about 3Ps which are People, Profits and Planet. Guerrilla Marketing is an unconventional marketing strategy that focuses on attracting huge customer base with least amount of cost involved. Roots of Guerrilla Marketing can be traced to guerrilla warfare that was off-center warfare technique using unusual tactics by the armed civilians during Vietnam War in the 1960s. Since then this marketing concept has attracted many business houses. So far, Guerrilla Marketing was considered only as a creative tool for promoting ones’ product and services but now it can be seen as a responsible tool as well, which works toward a better society at large under the broad head of Green Guerrilla Marketing. Therefore, the paper is a pioneer attempt in understanding the potential of Green Guerrilla Marketing in the light of both sustainability and innovation at the same time. Also, it discusses various guerrilla techniques to market the products ethically without compromising on the profits. In the end, the paper also evaluates the examples to examine the concept.

scholarly journals Guerrilla Marketing - Innovative and Futuristic Approach towards Marketing

2017 ◽  
Vol 3 (5) ◽  
pp. 421-426 ◽  
Author(s):  
Dr. Amit Kumar Khare
Keyword(s):  
Guerrilla Marketing

scholarly journals An Empirical Research on Rebooting of Customer Loyalty of Bata Product Through Guerrilla Marketing

2019 ◽  
Vol 8 (2S8) ◽  
pp. 1528-1531
Keyword(s):  
Regression Analysis ◽  
Multiple Regression Analysis ◽  
Multiple Regression ◽  
Customer Loyalty ◽  
Primary Data ◽  
Survey Method ◽  
Relative Contribution ◽  
Guerrilla Marketing ◽  
Design Cost ◽  
Chennai City

This study is conducted to examine the rebooting of customer loyalty of Bata products through Guerrilla marketing that helps to sustain their customers. In this era of globalization all firms are facing competition. Bata Company is not an exception. Hence this study will reveal how for this guerilla marketing is effective to sustain in the market. Primary data collected through survey method. Questionnaire constructed and data was collected from customers in Chennai city. Multiple regression analysis tools are used that helps to predict the effect of independent variables on dependent variable. Multiple regression analysis determines the fit of the model and the relative contribution of each of the predictors to the total variance. The variation in loyalty of customers of Bata products through Guerilla marketing is explained by change in design, cost effectiveness, variety of products and offers to attract customers. Each independent variable explains the variance.

Guerrilla Marketing: The Nature of the Concept and Propositions for Further Research

2011 ◽  
Vol 5 (2) ◽  
pp. 39-54 ◽  
Author(s):  
Katharina Hutter ◽  
Stefan Hoffmann
Keyword(s):  
Guerrilla Marketing

Guerrilla Marketing

2013 ◽  
Author(s):  
Srdan Zdravkovic
Keyword(s):  
Guerrilla Marketing

Guerrilla marketing for information services?

2008 ◽  
Vol 109 (1/2) ◽  
pp. 46-55 ◽  
Author(s):  
Guido Baltes ◽  
Isabell Leibing
Keyword(s):  
Information Services ◽  
Guerrilla Marketing

Guerrilla Marketing

2018 ◽  
Author(s):  
Alexander L. Fattal
Keyword(s):  
Guerrilla Marketing
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