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- Title
ALTERNATİF PAZARLAMA İLETİŞİMİ ARACI OLARAK GERİLLA PAZARLAMA: UYGULANMIŞ GERİLLA PAZARLAMA REKLAM ÖRNEKLERİNİN İNCELENMESİ ve TURİZM SEKTÖRÜ İÇİN MODEL ÖNERİLERİ
- Authors
ÇELTEK, Evrim; BOZDOĞAN, Meral
- Abstract
The tourism industry, a growing product, service, diversity and uncertainty brought about by constant change in marketing is forcing businesses. Businesses to reconsider their marketing strategies and to engage in seeking to keep costs at an optimum level, which is a new concept in marketing literature, guerrilla marketing (guerilla marketing), only the imagination, which requires a small budget and energy attracts attention as an alternative marketing strategy. In the study of modern marketing in today's terminology, the most interesting, which is one of the new competitive tactics of guerrilla marketing is explained by considering the conceptual perspective, focused on case studies applied to comparison of traditional marketing, and finally the applicability of the tourism sector within the framework of a model is presented.
- Subjects
TURKEY; TOURISM; GUERRILLA marketing; NEW product development; MARKETING strategy; TERMS &; phrases
- Publication
Journal of Yaşar University / Yaşar Üniversitesi E-Dergisi, 2012, Vol 7, Issue 28, p4788
- ISSN
1305-970X
- Publication type
Article