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The Use of Guerilla Marketing In SMEs

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  • Yüksekbilgili, Zeki

Abstract

Guerrilla marketing is defined as an advertising strategy, in which low-cost unconventional means are used, employs various techniques which keep costs at a minimum, and is often adopted by small companies. In this research, 100 SME’s that are working on different sectors in Istanbul have been reviewed to understand if these companies are aware of this marketing strategy and if they have ever used these tactics in their marketing. Although in former studies guerilla marketing is said to be adopted by small companies, this research shows that most of the Turkish SME’s had never used or willing to use guerilla marketing in their past or future marketing plans.

Suggested Citation

  • Yüksekbilgili, Zeki, 2014. "The Use of Guerilla Marketing In SMEs," MPRA Paper 54385, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:54385
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    File URL: https://mpra.ub.uni-muenchen.de/54385/1/MPRA_paper_54385.pdf
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    References listed on IDEAS

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    1. David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.
    2. Canan Ay & Pinar Aytekin & Sinan Nardali, 2010. "Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising," American Journal of Economics and Business Administration, Science Publications, vol. 2(3), pages 280-286, September.
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    Cited by:

    1. Buljubašić Iva & Ham Marija & Pap Ana, 2016. "Factors Influencing the Implementation of Unconventional Marketing in Cultural Institutions – Evidence from Croatia," Scientific Annals of Economics and Business, Sciendo, vol. 63(2), pages 247-272, June.
    2. Iva BULJUBAÅ IĆ & Marija HAM & Ana PAP, 2016. "Factors Influencing The Implementation Of Unconventional Marketing In Cultural Institutions €“ Evidence From Croatia," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 63(2), pages 247-272, July.

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    More about this item

    Keywords

    guerilla marketing; turkish SME guerilla marketers; SME;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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