We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
PRÍSTUPY K CHÁPANIU GUERILLA MARKETINGU V KONTEXTE SÚČASNÉHO MARKETINGOVÉHO RIADENIA.
- Authors
SAMUHELOVÁ, MAGDALÉNA; GUBÍNIOVÁ, KATARÍNA
- Abstract
Modern marketing management requires much more than production of a good product or its attractive pricing or the availability to target customers. Organizations have to communicate with their customers. However, customers start to be resistant to traditional marketing communications campaigns. That is the reason why organizations have to differentiate their marketing communications. One of the forms offered to them is guerilla marketing -- that means implementing marketing communications activities in a way that they meet the following criteria: innovation, creativity, unconventionality, foresight, provocation and many others.
- Subjects
MARKETING management; TECHNOLOGICAL innovations; CREATIVE ability; PROVOCATION (Behavior); CUSTOMER relations
- Publication
Marketing Science & Inspirations, 2014, Vol 9, Issue 2, p21
- ISSN
1338-7944
- Publication type
Article