ПАРТИЗАНСЬКИЙ МАРКЕТИНГ ЯК ЕФЕКТИВНИЙ СПОСІБ ПРОСУВАННЯ ПІДПРИЄМСТВА

Abstract

Rivalry in the business environment continues to gain momentum - hundreds and even thousands of new enterprises and companies appear on the market every day. Some of them are aimed at improving the performance of their offline activities, while others specialize in online activities. As a result, it becomes increasingly difficult to purchase quality goods at the optimal price, and if you take into account the presence of big brands with huge budgets and capabilities, the use of some channels to attract buyers becomes at least ineffective. Given the large amount of "advertising noise", business entities increasingly turn to guerilla marketing methods in order to attract the attention of as many consumers as possible. The concept of guerrilla marketing includes a set of various innovative advertising tools aimed at obtaining a large effect with a small budget. Given the fact that these tools are increasingly used by practitioners, there is almost no scientific discussion about this concept. Therefore, the purpose of this article is to study the effectiveness of the use of guerilla marketing methods by modern enterprises, as well as to follow current trends in this direction. To achieve the outlined goal, the authors used the fundamental provisions of economic theory, the theory of economic intermediation, and the modern concept of marketing. This work describes the evolution of guerilla marketing as an attempt to attract the attention of recipients for relatively low costs using the effect of surprise. "Guerrilla" marketing campaigns are activities that go beyond the generally accepted methods and means of advertising communications and product promotion. "Guerrilla" marketing is based on psychological influence on the consumer's subconscious. Specialists claim that our reticular activating system, which acts as a filter for our perception, can be reprogrammed, which is exactly what subliminal marketing does. The model of the interaction of perceptions, feelings, behavior, and thoughts is based on the assumption that thoughts affect all the remaining elements of the model, including, and behavior. With the help of rare statistical data, an attempt is made to demonstrate the economic effectiveness of the use of guerilla marketing techniques in the activities of business entities and directions for further research in this direction are also outlined.