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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)
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Title
| - Guerrilla marketing: A literature review and theoretical inconsistencies.
- Guerrilla marketing: A literature review and theoretical inconsistencies. (en)
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skos:prefLabel
| - Guerrilla marketing: A literature review and theoretical inconsistencies.
- Guerrilla marketing: A literature review and theoretical inconsistencies. (en)
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skos:notation
| - RIV/47813059:19520/13:#0002315!RIV14-MSM-19520___
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http://linked.open...avai/riv/aktivita
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http://linked.open...avai/riv/aktivity
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http://linked.open...vai/riv/dodaniDat
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http://linked.open...aciTvurceVysledku
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http://linked.open.../riv/druhVysledku
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http://linked.open...iv/duvernostUdaju
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http://linked.open...titaPredkladatele
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http://linked.open...dnocenehoVysledku
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http://linked.open...ai/riv/idVysledku
| - RIV/47813059:19520/13:#0002315
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http://linked.open...riv/jazykVysledku
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http://linked.open.../riv/klicovaSlova
| - Co-word analysis; communication mix; guerrilla marketing; marketing communication; marketing strategy; innovative marketing. (en)
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http://linked.open.../riv/klicoveSlovo
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http://linked.open...ontrolniKodProRIV
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http://linked.open...v/mistoKonaniAkce
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http://linked.open...i/riv/mistoVydani
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http://linked.open...i/riv/nazevZdroje
| - Proceedings of the 6th International scientific conference for Ph.D. students and young scientists.
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http://linked.open...in/vavai/riv/obor
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http://linked.open...ichTvurcuVysledku
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http://linked.open...cetTvurcuVysledku
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http://linked.open...UplatneniVysledku
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http://linked.open...iv/tvurceVysledku
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http://linked.open...vavai/riv/typAkce
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http://linked.open.../riv/zahajeniAkce
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number of pages
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http://purl.org/ne...btex#hasPublisher
| - Slezská univerzita v Opavě Obchodně podnikatelská fakulta v Karviné
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https://schema.org/isbn
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http://localhost/t...ganizacniJednotka
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