About: Guerrilla marketing: A literature review and theoretical inconsistencies.     Goto   Sponge   NotDistinct   Permalink

An Entity of Type : http://linked.opendata.cz/ontology/domain/vavai/Vysledek, within Data Space : linked.opendata.cz associated with source document(s)

AttributesValues
rdf:type
Description
  • In these days of informational overload the importance of effective communication from company to consumer is essential. Yet many firms hardly find a proper way to step out from informational fog. There are some unusual tools for marketing managers as social media marketing, viral marketing, buzzmarketing, neuromarketing and so on, which offers opportunities to differentiate. Guerrilla marketing, as one of them, unfortunately suffers of theoretical ambiguity. This paper has two main objectives. Firstly, it aims to provide an analysis of current state of theoretical knowledge about guerrilla marketing and show basic concepts and thoughts in this particular field. Secondly, based on previous analysis, it focuses on selecting gaps in the current knowledge and suggests paths for future research. This could help to provide relevant material for both the marketing scholars and marketing managers or executives.
  • In these days of informational overload the importance of effective communication from company to consumer is essential. Yet many firms hardly find a proper way to step out from informational fog. There are some unusual tools for marketing managers as social media marketing, viral marketing, buzzmarketing, neuromarketing and so on, which offers opportunities to differentiate. Guerrilla marketing, as one of them, unfortunately suffers of theoretical ambiguity. This paper has two main objectives. Firstly, it aims to provide an analysis of current state of theoretical knowledge about guerrilla marketing and show basic concepts and thoughts in this particular field. Secondly, based on previous analysis, it focuses on selecting gaps in the current knowledge and suggests paths for future research. This could help to provide relevant material for both the marketing scholars and marketing managers or executives. (en)
Title
  • Guerrilla marketing: A literature review and theoretical inconsistencies.
  • Guerrilla marketing: A literature review and theoretical inconsistencies. (en)
skos:prefLabel
  • Guerrilla marketing: A literature review and theoretical inconsistencies.
  • Guerrilla marketing: A literature review and theoretical inconsistencies. (en)
skos:notation
  • RIV/47813059:19520/13:#0002315!RIV14-MSM-19520___
http://linked.open...avai/riv/aktivita
http://linked.open...avai/riv/aktivity
  • I
http://linked.open...vai/riv/dodaniDat
http://linked.open...aciTvurceVysledku
http://linked.open.../riv/druhVysledku
http://linked.open...iv/duvernostUdaju
http://linked.open...titaPredkladatele
http://linked.open...dnocenehoVysledku
  • 76953
http://linked.open...ai/riv/idVysledku
  • RIV/47813059:19520/13:#0002315
http://linked.open...riv/jazykVysledku
http://linked.open.../riv/klicovaSlova
  • Co-word analysis; communication mix; guerrilla marketing; marketing communication; marketing strategy; innovative marketing. (en)
http://linked.open.../riv/klicoveSlovo
http://linked.open...ontrolniKodProRIV
  • [371ACE1D296B]
http://linked.open...v/mistoKonaniAkce
  • Karviná
http://linked.open...i/riv/mistoVydani
  • Karviná
http://linked.open...i/riv/nazevZdroje
  • Proceedings of the 6th International scientific conference for Ph.D. students and young scientists.
http://linked.open...in/vavai/riv/obor
http://linked.open...ichTvurcuVysledku
http://linked.open...cetTvurcuVysledku
http://linked.open...UplatneniVysledku
http://linked.open...iv/tvurceVysledku
  • KLEPEK, Martin
http://linked.open...vavai/riv/typAkce
http://linked.open.../riv/zahajeniAkce
number of pages
http://purl.org/ne...btex#hasPublisher
  • Slezská univerzita v Opavě Obchodně podnikatelská fakulta v Karviné
https://schema.org/isbn
  • 978-80-7248-901-5
http://localhost/t...ganizacniJednotka
  • 19520
Faceted Search & Find service v1.16.118 as of Jun 21 2024


Alternative Linked Data Documents: ODE     Content Formats:   [cxml] [csv]     RDF   [text] [turtle] [ld+json] [rdf+json] [rdf+xml]     ODATA   [atom+xml] [odata+json]     Microdata   [microdata+json] [html]    About   
This material is Open Knowledge   W3C Semantic Web Technology [RDF Data] Valid XHTML + RDFa
OpenLink Virtuoso version 07.20.3240 as of Jun 21 2024, on Linux (x86_64-pc-linux-gnu), Single-Server Edition (126 GB total memory, 48 GB memory in use)
Data on this page belongs to its respective rights holders.
Virtuoso Faceted Browser Copyright © 2009-2024 OpenLink Software