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GUERRILLA MARKETING CONCEPT AND FURTHER RESEARCH POSSIBILITIES
12 references·1 citing·47 second hop
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this work references cited by second hop

References

  • 2003Towards a Methodology for Developing Evidence‐Informed Management Knowledge by Means of Systematic Review15,354 cited
  • 2001Bibliometric cartography of information retrieval research by using co-word analysis883 cited
  • 1982Information Load and Consumer Decision Making778 cited
  • 1998Software engineering as seen through its research literature: A study in co-word analysis478 cited
  • 2004Stealth Marketing: How to Reach Consumers Surreptitiously304 cited
  • 2007Reconsidering Models of Influence: The Relationship between Consumer Social Networks and Word-of-Mouth Effectiveness251 cited
  • 2013competitive advantage136 cited
  • 2011Guerrilla Marketing: The Nature of the Concept and Propositions for Further Research123 cited
  • 2008Marketing Communications109 cited
  • 2009Stealth marketing as a strategy62 cited
  • 2013Guerrilla Marketing—Innovative or Parasitic Marketing?38 cited
  • 2007Guerilla Marketing für Unternehmertypen29 cited

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  • 2017Sustainable practices through green guerrilla marketing – an innovative approach9 cited

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