GUERRILLA MARKETING CONCEPT AND FURTHER RESEARCH POSSIBILITIES

Martin Klepek

9 citations0/0 files storedActa academica karviniensia

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Digital Marketing and Social Media Literature, Culture, and Aesthetics

Abstract

In these days of informational overload the importance of effective communication from company to consumer is essential. Yet many firms hardly find a proper way to step out from informational fog. There are some unusual tools for marketing managers as social media marketing, viral marketing, buzzmarketing, neuromarketing and so on, which offer opportunities to differentiate. Guerrilla marketing, as one of them, unfortunately suffers of theoretical ambiguity. This paper has two main objectives. Firstly, it aims to provide an analysis of the current state of theoretical knowledge about guerrilla marketing and show basic concepts and thoughts in this particular field. Secondly, based on previous analysis, it focuses on selecting gaps in the current knowledge and suggests paths for the future research. This could help to provide relevant material for both the marketing scholars and marketing managers or executives.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 9 citations exist upstream.

References

2003Towards a Methodology for Developing Evidence‐Informed Management Knowledge by Means of Systematic Review 2001Bibliometric cartography of information retrieval research by using co-word analysis 1982Information Load and Consumer Decision Making 1998Software engineering as seen through its research literature: A study in co-word analysis 2004Stealth Marketing: How to Reach Consumers Surreptitiously 2007Reconsidering Models of Influence: The Relationship between Consumer Social Networks and Word-of-Mouth Effectiveness 2013competitive advantage 2011Guerrilla Marketing: The Nature of the Concept and Propositions for Further Research

Cited by

2017Sustainable practices through green guerrilla marketing – an innovative approach

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.