1. bookVolume 6 (2020): Issue 1 (June 2020)
Journal Details
License
Format
Journal
eISSN
2450-7563
First Published
16 Apr 2015
Publication timeframe
2 times per year
Languages
English
access type Open Access

Terminological and Historical Background of Guerilla Marketing as a Marketing Communication Strategy

Published Online: 23 Jul 2020
Volume & Issue: Volume 6 (2020) - Issue 1 (June 2020)
Page range: 81 - 92
Journal Details
License
Format
Journal
eISSN
2450-7563
First Published
16 Apr 2015
Publication timeframe
2 times per year
Languages
English
Abstract

This article deals with guerilla marketing and/or guerilla marketing strategy on the background of military attack strategies. The aim of this article is to grasp guerrilla marketing in a broader context, starting from the marketing and communication strategy, which is historically and terminology inspired by the military strategy of guerrilla attacks and/or by military strategy in general. The theoretical study is a meta-analysis of five scientific publications dealing with the overlays of military strategies and marketing to identify useful marketing and communication strategies. Guerilla marketing as an offensive-defensive strategy present among the attack strategies and it is described as a way for small and weaker businesses to compete with large corporations in the existing conflict and to act as challengers in the battle. An emphasis will be put on the primary characteristic of guerrilla warfare: it is a typical competitive struggle based on a series of small intermittent attacks and withdrawals.

Keywords

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