IDEAS home Printed from https://ideas.repec.org/a/ids/ijicbm/v21y2020i2p247-261.html
   My bibliography  Save this article

Evolution of guerrilla marketing as an emergent marketing strategy in global and Indian context

Author

Listed:
  • Harshita Gupta
  • Saumya Singh

Abstract

Historical evolution of marketing has always been a major concern of the academicians. The paper is an attempt to divulge the history behind an unconventional marketing tool which although being used on a worldwide scale, yet remains less discussed in the name of guerrilla marketing in literature as compared to other marketing tools. Roots of this marketing instrument stayed scattered until now. But the present discourse attempts to accumulate the chunks from the available literature into a more organised form with a logical flow of events leading to the rise of guerrilla marketing in context to developed and developing economies.

Suggested Citation

  • Harshita Gupta & Saumya Singh, 2020. "Evolution of guerrilla marketing as an emergent marketing strategy in global and Indian context," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 21(2), pages 247-261.
    • Handle: RePEc:ids:ijicbm:v:21:y:2020:i:2:p:247-261
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=109743
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijicbm:v:21:y:2020:i:2:p:247-261. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=235 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.