Innovative marketing strategies in entrepreneurship

Margarita Išoraitė ()
Additional contact information
Margarita Išoraitė: Vilniaus kolegija / Higher Education Institution, Lithuania

Entrepreneurship and Sustainability Issues, 2024, vol. 12, issue 2, 117-126

Abstract: The article analyses the innovative marketing strategies in entrepreneurship, focusing on guerrilla marketing and examining its tools and case studies. Guerrilla marketing is a strategy in which small businesses use creativity to compete with bigger companies. The main focus is on bold, modern ideas, and investing not money but time, energy, imagination, and information is encouraged. The author suggests an original guerrilla marketing model and reveals the peculiarities of guerrilla marketing approaches. The findings can help companies design innovative marketing strategies

Keywords: innovative marketing; guerrilla marketing; entrepreneurship; guerrilla marketing tools (search for similar items in EconPapers)
JEL-codes: A20 A22 C40 C83 I21 L80 M20 M21 (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://jssidoi.org/jesi/uploads/articles/46/Isora ... entrepreneurship.pdf (application/pdf)
https://jssidoi.org/jesi/article/1250 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ssi:jouesi:v:12:y:2024:i:2:p:117-126

DOI: 10.9770/r8278778759

Access Statistics for this article

Entrepreneurship and Sustainability Issues is currently edited by Manuela Tvaronaviciene

More articles in Entrepreneurship and Sustainability Issues from VsI Entrepreneurship and Sustainability Center
Bibliographic data for series maintained by Manuela Tvaronaviciene ().