Berechnung des Guerilla-Effekts

Katharina Hutter (katharina.hutter@tu-dresden.de) and Stefan Hoffmann (stefan.hoffmann@bwl.uni-kiel.de)
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Katharina Hutter: Technische Universität Dresden
Stefan Hoffmann: Christian-Albrechts-Universität zu Kiel

Chapter 12 in Professionelles Guerilla-Marketing, 2013, pp 155-163 from Springer

Abstract: Zusammenfassung Nach der Lektüre dieses Kapitels können Sie… die Elemente der Guerilla-Formel verstehen und messbar machen, den Unterschied zwischen direkten und indirekten Effekten begreifen und den Guerilla-Effekt berechnen.

Date: 2013
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DOI: 10.1007/978-3-658-02268-6_12

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