his.sePublications
Change search
Refine search result
1 - 1 of 1
CiteExportLink to result list
Permanent link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Rows per page
  • 5
  • 10
  • 20
  • 50
  • 100
  • 250
Sort
  • Standard (Relevance)
  • Author A-Ö
  • Author Ö-A
  • Title A-Ö
  • Title Ö-A
  • Publication type A-Ö
  • Publication type Ö-A
  • Issued (Oldest first)
  • Issued (Newest first)
  • Created (Oldest first)
  • Created (Newest first)
  • Last updated (Oldest first)
  • Last updated (Newest first)
  • Disputation date (earliest first)
  • Disputation date (latest first)
  • Standard (Relevance)
  • Author A-Ö
  • Author Ö-A
  • Title A-Ö
  • Title Ö-A
  • Publication type A-Ö
  • Publication type Ö-A
  • Issued (Oldest first)
  • Issued (Newest first)
  • Created (Oldest first)
  • Created (Newest first)
  • Last updated (Oldest first)
  • Last updated (Newest first)
  • Disputation date (earliest first)
  • Disputation date (latest first)
Select
The maximal number of hits you can export is 250. When you want to export more records please use the Create feeds function.
  • 1.
    Melin, Henrik
    et al.
    University of Skövde, School of Business.
    Ejresjö, Martin
    University of Skövde, School of Business.
    Företags upplevelser av gerillamarknadsföring2014Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    We live in a world where the opportunity for marketers to reach consumers never have been greater and swedes are daily bombarded by approximately 1,500 advertising messages. Despite being easier to reach customers it has become more difficult to reach the customers with the message you want to communicate. One of the methods developed for awareness and to reach consumers is called guerrilla marketing. The name comes from guerrilla warfare that takes advantage of the flexibility that comes with smaller units. It is considered the method to use for the inferior to diminish its opponents.

    The method of the study are qualitative case studies with an inductive approach where semistructured interviews are used to collect empirical data. It has been limited to only investigate Swedish companies that have used guerilla marketing.

    This study's purpose was to examine why firms choose to use guerilla marketing, how they experience their guerrilla marketing, and what advantages and disadvantages they experienced with guerrilla marketing.

    The result shows that there are three main reasons why companies choose guerilla marketing. Companies want to try a new way to communicate their message, they have come up with a creative and fun marketing idea and they find it relatively cheaply. Results also shows that the majority of the companies experience guerilla marketing as positive. The companies state that they experience both advantages and disadvantages of guerrilla marketing which is influenced by low expectations. 

    Download full text (pdf)
    fulltext
1 - 1 of 1
CiteExportLink to result list
Permanent link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf