Thesis Anna Katharina

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GUERILLA MARKETING
 

How and by whom are the evolved success factors of the Guerilla Marketing philosophy from the 1980's used today and do they stand a chance in the business future? Literature based thesis for attaining the Bachelor of Business Administration Degree at Saxion University in Enschede

1st Examiner: 2nd Examiner:

Drs. P. de Heus Dhr. R. Wierda

Study Course:

International Business and Management Studies

Students:

Anna Drüing Isendorf 77 48282 Emsdetten Germany

Katharina Fahrenholz Kalanderplein 1-2 7511HX Enschede The Netherlands

Timeframe:

February – June 2008

GUERILLA MARKETING – OLD PHILOSOPHY WITH FUTURE?

 

 

 

 

 

 

 

 

 

Table of Content
List of Figures…………………………………………………………………………………………..IV Executive Summary……………………………………………………………………………………...V Methodology…………………………………………………………………………………………...VII

1. 2.

Introduction ....................................................................................................................... 1 When did Guerilla Marketing appear and how did it develop?....................................... 3 2.1.

2.1.1. 2.1.2. 2.1.3.

Roots of Modern Guerilla Marketing ................................................................................ 3 Terminology of Guerilla.................................................................................................................. 3 “Guerilla” enters Marketing ............................................................................................................ 4 Guerilla Marketing Philosophers..................................................................................................... 4

3.

How is Guerilla Marketing defined and used today? ...................................................... 7 3.1.
3.1.1. 3.1.2. 3.1.3.

What is Guerilla Marketing? .............................................................................................. 7 Definition ........................................................................................................................................ 7 Technological Development ........................................................................................................... 8 Uniformity vs. Creativity ................................................................................................................ 8

3.2.
3.2.1. 3.2.2. 3.2.3. 3.2.4. 3.2.5. 3.2.6. 3.2.7. 3.2.8.

Guerilla Marketing Instruments ...................................................................................... 10 Out-of-Home Weapons ................................................................................................................. 10 Ambient Marketing ....................................................................................................................... 11 Guerilla Sensation ......................................................................................................................... 11 Ambush Marketing........................................................................................................................ 12 New Media Weapons .................................................................................................................... 13 Viral Marketing............................................................................................................................. 13 Guerilla Mobile ............................................................................................................................. 14 Low Budget Weapons ................................................................................................................... 14

3.3.
3.3.1. 3.3.2. 3.3.3. 3.3.4.

Guerilla Marketing in the Marketing Mix ...................................................................... 15 Guerilla Promotion...
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