Volume : III, Issue : VIII, August - 2013

Ethical Issues of Guerilla Marketing

Prof. Ashish Nathwani, Prof. Dr. Sanjay Bhayani

Abstract :

Guerrilla Marketing is an advertising strategy that focuses on low–cost unconventional marketing tactics that yield maximum results. The term guerrilla marketing was inspired by guerrilla warfare which is a form of irregular warfare and relates to the small tactic strategies used by armed civilians. Much like guerrilla warfare, guerrilla marketing uses the same sort of tactics in the marketing industry. This alternative advertising style relies heavily on unconventional marketing strategy, high energy and imagination. Because of the lack of resources, small business must use a different set of marketing strategies and tactics than big business. Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize mobile digital technologies to engage the consumer and create a memorable and experience. Guerrilla marketing is a low cost strategy which makes ideal for firms who do not have massive marketing budgets. So many small firms can select other media and work with low marketing budget. Guerrilla marketing is desirable only if the content is proper and acceptable. Its success will also depend on its social acceptance and mature scripts rather than vulgar ideas.  

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Prof. Ashish Nathwani, Prof. (Dr.) Sanjay Bhayani Ethical Issues of Guerilla Marketing Indian Journal of Applied Research, Vol.III, Issue.VIII August 2013

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