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Guerilla Marketing. ... Guerilla marketing can be as different from traditional
marketing as guerilla warfare is from traditional warfare. ...
Guerilla Marketing. I attended a session during lead week about the Truth
in Advertising featuring GTM (Guerilla Tactics Marketing). ...
... marketing.com/word-of-mouth.htm 3/19 *Product Placement- movies, celebrities, TV
shows *Word-of-Mouth * First of all, what exactly is guerilla marketing? ...
... So this turned out to be a bad class project, but it certainly is a great
example of Guerilla marketing and its limitations. It ...
... There are thirteen important marketing secrets. This is a list of secrets
that are used by the guerilla's in the marketing industry. ...
Submitted by jey0506 on March 10, 2008
Category: Business
Words: 1527 | Pages: 7
Views: 97
Popularity Rank: 97,123
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Guerilla Marketing
Guerilla marketing aims to achieve traditional marketing and advertising goals such as exposure, frequency, awareness and reaching out to consumers but by employing unconventional methods. The strategy of guerilla marketing is to target small and specialized customer groups in such a way that bigger companies would not find it worthwhile to retaliate. The word guerilla' stems from the concept of guerilla' warfare, which is a tactic whereby infantry divisions wait for their enemy and attack them by surprise instead of approaching the enemy line lacking subtlety and having little regard for fatality. Guerilla marketing can be as different from traditional marketing as guerilla warfare is from traditional warfare. Rather than marching their marketing dollars forth like infantry divisions, guerilla marketers snipe away with their marketing resources for maximum impact and minimal cost.
In marketing and strategic management, marketing warfare strategies use military metaphor to craft a businesses plan. Guerrilla marketing warfare strategies are designed to wear-down the enemy by a long series of minor attacks. Rather than engage in major battles, a guerrilla force is divided into small groups that selectively attacks the target at its weak points. To be effective, guerrilla teams must be able to hide between strikes. They can disappear into the remote countryside, or blend into the general population. The general form of the strategy is a sequence of attacking, retreating, and hiding, repeated multiple times in series. It has been said that "Guerrilla forces never win wars, but their adversaries often lose them".
The term guerilla marketing' was first coined by businessman, Jay Conrad Levinson who proposed that "guerilla marketing is more about matching wits than matching budgets". As described by Levinson in his book: Guerilla Marketing, the term simply refers to an unconventional way of performing marketing...
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