Abstract
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 possibilities 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.
Highlights
These days, companies are primarily engaged in a communications competition and no longer in competition over products
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 possibilities for the deployment of tools
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 possibilities for the deployment of tools [3,4,5]
Summary
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. To keep scatter loss as low as possible, an inter-instrumental shift is taking place in favor of non-classical communications tools, as the failure of classical, conventional forms of advertising to be effective becomes increasingly evident. This is giving rise to a demand for innovative new marketing strategies such as guerrilla marketing. Guerrilla marketing offers new and unusual opportunities to counter the increasing consumer aversion to advertising
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