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NAVRÁTILOVÁ, L. MILICHOVSKÝ, F.
Original Title
Ways of using guerrilla marketing in SMEs
Type
conference paper
Language
English
Original Abstract
Marketing communication has become more important than ever before because of the building strong relationships with customers. Relationship marketing should be basis for SMEs be able to be competitive and successful. The paper provides an overview of current trends of using guerrilla marketing communication especially in large enterprises and their influence for SMEs. Theoretical background from the area of guerrilla marketing communication supports this approach with data from primary research collected by the authors. Adequate guerrilla campaigns could create acceptable background for effective marketing. The objective of this research is to verify intensity dependence of guerrilla marketing in connection with gender of the customer and identify possible trend of guerrilla marketing campaigns in SMEs. The research was aimed at random chosen group of young people in the Czech Republic. The result of the research can be used for the companies that operate in the Czech or Central European market especially in the area of beverages, food, sport/entertainment and beauty products.
Keywords
Guerilla Marketing, Experiential Marketing, SMEs, Czech Republic
Authors
NAVRÁTILOVÁ, L.; MILICHOVSKÝ, F.
RIV year
2014
Released
1. 9. 2014
Location
Madrid
ISBN
1877-0428
Periodical
Procedia Social and Behavioral Sciences
Year of study
2015
Number
175
State
Kingdom of the Netherlands
Pages from
268
Pages to
274
Pages count
7
BibTex
@inproceedings{BUT109825, author="Ludmila {Navrátilová} and František {Milichovský}", title="Ways of using guerrilla marketing in SMEs", booktitle="Proceedings of the 3rd International Conference on Strategic Innovative Marketing (IC-SIM 2014)", year="2014", series="Procedia - Social and Behavioral Sciences", journal="Procedia Social and Behavioral Sciences", volume="2015", number="175", pages="268--274", address="Madrid", doi="10.1016/j.sbspro.2015.01.1200", issn="1877-0428" }