The Marketing of Small Enterprises, Guerilla Marketing

Zeljka Zavisic and Mane Medic
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Zeljka Zavisic: Faculty of Economics in Osijek
Mane Medic: Faculty of Economics in Osijek

Interdisciplinary Management Research, 2006, vol. 2, 414-425

Abstract: The work is focused on approaches and techniques used by companies for identifying and fulfilling of the consumers’ needs and expectations, while making profit with little or limited resources in various stages of firm development (start-up stage) or in small enterprises. Basic marketing principles and categories of conventional marketing shall be compared with the demands of the unconventional one, which is focused on practical and financially limited marketing (guerilla marketing). In this work, the accent will be put on direct marketing, new marketing paradigm, faceto- face marketing, relationship marketing, and most notably on guerilla marketing, which sole purpose is to achieve maximal goals with minimal resources.

Keywords: guerilla marketing; new marketing paradigm; direct marketing (search for similar items in EconPapers)
Date: 2006
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