The Use of Guerilla Marketing In SMEs

Zeki Yüksekbilgili ()

MPRA Paper from University Library of Munich, Germany

Abstract: Guerrilla marketing is defined as an advertising strategy, in which low-cost unconventional means are used, employs various techniques which keep costs at a minimum, and is often adopted by small companies. In this research, 100 SME’s that are working on different sectors in Istanbul have been reviewed to understand if these companies are aware of this marketing strategy and if they have ever used these tactics in their marketing. Although in former studies guerilla marketing is said to be adopted by small companies, this research shows that most of the Turkish SME’s had never used or willing to use guerilla marketing in their past or future marketing plans.

Keywords: guerilla marketing; turkish SME guerilla marketers; SME (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2014
New Economics Papers: this item is included in nep-ara, nep-cwa and nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Published in International Journal of Advanced Multidisciplinary Research and Review 2.2(2014): pp. 2-7

Downloads: (external link)
https://mpra.ub.uni-muenchen.de/54385/1/MPRA_paper_54385.pdf original version (application/pdf)

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:pra:mprapa:54385

Access Statistics for this paper

More papers in MPRA Paper from University Library of Munich, Germany Ludwigstraße 33, D-80539 Munich, Germany. Contact information at EDIRC.
Bibliographic data for series maintained by Joachim Winter ().