Guerrilla Marketing in the 21st Century: A Systematic Analysis of the Discipline Through a Literature Review, a Taxonomy, and Identification of the Most Relevant Variables

Abstract

In recent years, given the enormous competition for new products and services, many companies have begun to behave more creatively in an aim to be the best in the market. “Guerrilla marketing” refers to an advertising technique that uses unconventional and cost-effective approaches, employing a variety of strategies that reduce costs. Since the emergence of this concept in the second half of the last century, substantial research has looked into its application and usefulness. This study presents a systematic survey of the field of marketing and advertising: by analyzing the main scientific publications on guerrilla marketing through content analysis in the Web of Science, Scopus, and EBSCO databases. One hundred and sixty-four articles were analyzed in depth and divided into two separate lists: one with publications corresponding to Hutter and Hoffmann’s first classification, and another corresponding to the new variables that emerged from the in-depth study that was carried out. As a consequence, a new taxonomy is proposed for the field, based on the identification of some novel variables characterizing the different existing approaches.