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Guerrilla Marketing—Innovative or Parasitic Marketing?
3 references·5 citing·28 second hop
Guerrilla Marketing—Innovative or Parasitic Marketing? (2013)Guerrilla Marketing—Innovative or Parasit…Marketingmanagement (2020)MarketingmanagementMarketingmanagement (2012)MarketingmanagementGrundlagen des Marketing (2007)Grundlagen des MarketingDoes the guerrilla win, if he does not lose? Advertising media practitioners' views on guerrilla marketing challenges and potential negative consequences (2020)Does the guerrilla win, if he…The gladiatorial sponsorship arena: how ambushing impacts memory (2019)The gladiatorial sponsorship …Sustainable practices through green guerrilla marketing – an innovative approach (2017)Sustainable practices through…The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam (2015)The Effects of Guerilla Marke…GUERRILLA MARKETING CONCEPT AND FURTHER RESEARCH POSSIBILITIES (2014)GUERRILLA MARKETING CONCEPT A…An approach to environmental psychology (1974)The theory of planned behavior (1991)Measuring emotion: The self-assessment manikin and the semantic differential (1994)Bir Gerilla Pazarlama Uygulaması Olarak Ambient Reklamcılık (Ortam Reklamcılığı): Basılı Dergi Reklamı ile Ambient Reklamın Etkililik Açısından Karşılaştırılması (2018)Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image (2018)The Role of Guerilla Marketing for Consumer Buying Behavior in Clothing Industry of Pakistan using Structural Equation Modeling (SEM) (2021)Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (2010)GREEN BUSINESS: CHALLENGES AND PRACTICES (2014)Information Load and Consumer Decision Making (1982)Bibliometric cartography of information retrieval research by using co-word analysis (2001)Towards a Methodology for Developing Evidence‐Informed Management Knowledge by Means of Systematic Review (2003)Conceptualizing, Measuring, and Managing Customer-Based Brand Equity (1993)Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity (1994)CONGRUENCE EFFECTS IN SPONSORSHIP: The Mediating Role of Sponsor Credibility and Consumer Attributions of Sponsor Motive (2004)The significance of a sponsored event on lesser-known brands in a competitive environment (2020)Specificity of application of marketing in sports (2023)Three Approaches to Qualitative Content Analysis (2005)Purposeful Sampling for Qualitative Data Collection and Analysis in Mixed Method Implementation Research (2013)Journal article reporting standards for qualitative primary, qualitative meta-analytic, and mixed methods research in psychology: The APA Publications and Communications Board task force report. (2018)A quantitative approach to assessing the profitability of car and truck tire remanufacturing (2005)Trading-Up Mass-Market Goods to Luxury Products (2011)Interview study: How can Product-Service Systems increase customer acceptance of innovations? (2016)Kundenbindungsmanagement – Eine Einführung in die theoretischen und praktischen Problemstellungen (1998)Pricing Strategies of Software Vendors (2009)Country-of-origin marketing: A list of typical strategies with examples (2013)Commodity Marketing – Eine Einführung (2014)Sustainable Marketing – Definition und begriffliche Abgrenzung (2014)Vom Homo Oeconomicus zum Homo Digitalis – Die Veränderung der Informationsasymmetrien durch die Digitalisierung (2017)
this work references cited by second hop

References

  • 2020Marketingmanagement445 cited
  • 2007Grundlagen des Marketing127 cited
  • 2012Marketingmanagement79 cited

Cited by

  • 2020Does the guerrilla win, if he does not lose? Advertising media practitioners' views on guerrilla marketing challenges and potential negative consequences22 cited
  • 2015The Effects of Guerilla Marketing on Gen Y’s Purchase Intention — A Study in Ho Chi Minh City, Vietnam20 cited
  • 2019The gladiatorial sponsorship arena: how ambushing impacts memory12 cited
  • 2014GUERRILLA MARKETING CONCEPT AND FURTHER RESEARCH POSSIBILITIES9 cited
  • 2017Sustainable practices through green guerrilla marketing – an innovative approach9 cited

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