عنوان انگلیسی مقاله:
Guerrilla Marketing: Innovative or Parasitic Marketing ?
ترجمه عنوان مقاله: بازاریابی پارتیزانی یا چریکی، بازاریابی نوآورانه و یا ویروسی و آلوده کننده؟
رشته: مدیریت بازاریابی
سال انتشار: ۲۰۱۳
تعداد صفحات مقاله انگلیسی: ۶ صفحه
منبع: ESB Business School, Reutlingen University, Reutlingen, Germany
نوع فایل: word
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Abstract Guerrilla Marketing: Innovative or Parasitic Marketing ?
Guerrilla marketing designates the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact—in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possi-bilities for the deployment of tools. It is a fine line between innovative, creative marketing and producing reactance in the minds of the audience by exceeding limits.
While guerrilla marketing activities can be seen more and more in the marketing practice, the phenomenon is either discussed very controversially in the marketing science or even neglected completely in the scientific marketing literature. The paper gives an overview of guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples. Finally, guerrilla marketing is evaluated from a neutral perspective and developmental trends are traced.
Keywords: Guerrilla Marketing, Marketing Communications, Marketing Mix, Innovative Marketing
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Introduction Guerrilla Marketing: Innovative or Parasitic Marketing ?
These days, companies are primarily engaged in a communications competition and no longer in competition over products. Due to intensified communications efforts, the attempt is being made to counter the increasing homogenization of products by achieving a needs-oriented differentiation.
The communications market is undergoing economic, communicative and social changes that are making reorientation of communications policy a necessity. The willingness of the public to be subjected to a static, continuously repetitive and thereby allegedly boring constant stream of information and communication continues to drop. According to various studies, the level of information overload of a consumer amounts to between 95 and 98 per centi.e . only a minute fraction of the information being offered has even the slightest chance of being absorbed by consumers.