Guerrilla marketing: A literature review and theoretical inconsistencies.

Kód výsledku v 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>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Guerrilla marketing: A literature review and theoretical inconsistencies.

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Guerrilla marketing: A literature review and theoretical inconsistencies.

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2013

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

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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Počet stran výsledku

8

Strana od-do

315-322

Název nakladatele

Slezská univerzita v Opavě Obchodně podnikatelská fakulta v Karviné

Místo vydání

Karviná

Místo konání akce

Karviná

Datum konání akce

8. 12. 2013

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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