Guerrilla marketing: A literature review and theoretical inconsistencies.

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F13%3A%230002315" target="_blank" >RIV/47813059:19520/13:#0002315 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Guerrilla marketing: A literature review and theoretical inconsistencies.
Original language description
In these days of informational overload the importance of effective communication from company to consumer is essential. Yet many firms hardly find a proper way to step out from informational fog. There are some unusual tools for marketing managers as social media marketing, viral marketing, buzzmarketing, neuromarketing and so on, which offers opportunities to differentiate. Guerrilla marketing, as one of them, unfortunately suffers of theoretical ambiguity. This paper has two main objectives. Firstly,it aims to provide an analysis of current state of theoretical knowledge about guerrilla marketing and show basic concepts and thoughts in this particular field. Secondly, based on previous analysis, it focuses on selecting gaps in the current knowledgeand suggests paths for future research. This could help to provide relevant material for both the marketing scholars and marketing managers or executives.
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2013
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 6th International scientific conference for Ph.D. students and young scientists.
ISBN
978-80-7248-901-5
ISSN
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e-ISSN
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Number of pages
8
Pages from-to
315-322
Publisher name
Slezská univerzita v Opavě Obchodně podnikatelská fakulta v Karviné
Place of publication
Karviná
Event location
Karviná
Event date
Dec 8, 2013
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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