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  • 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 offer 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 the 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 the 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 offer 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 the 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 the future research. This could help to provide relevant material for both the marketing scholars and marketing managers or executives. (en)
Title
  • Guerilla Marketing Concept and Further Research Possibilities
  • Guerilla Marketing Concept and Further Research Possibilities (en)
skos:prefLabel
  • Guerilla Marketing Concept and Further Research Possibilities
  • Guerilla Marketing Concept and Further Research Possibilities (en)
skos:notation
  • RIV/47813059:19520/14:#0002685!RIV15-MSM-19520___
http://linked.open...avai/riv/aktivita
http://linked.open...avai/riv/aktivity
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http://linked.open...iv/cisloPeriodika
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http://linked.open...iv/duvernostUdaju
http://linked.open...titaPredkladatele
http://linked.open...dnocenehoVysledku
  • 18673
http://linked.open...ai/riv/idVysledku
  • RIV/47813059:19520/14:#0002685
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...odStatuVydavatele
  • CZ - Česká republika
http://linked.open...ontrolniKodProRIV
  • [230BD718F2E1]
http://linked.open...i/riv/nazevZdroje
  • Acta academica karviniensia
http://linked.open...in/vavai/riv/obor
http://linked.open...ichTvurcuVysledku
http://linked.open...cetTvurcuVysledku
http://linked.open...UplatneniVysledku
http://linked.open...v/svazekPeriodika
  • XIV
http://linked.open...iv/tvurceVysledku
  • KLEPEK, Martin
issn
  • 1212-415X
number of pages
http://localhost/t...ganizacniJednotka
  • 19520
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