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Article Details :: |
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| Article Name : | | | GUERILLA MARKETING: REDEFINING MARKETING | | Author Name : | | | VASANTH KIRAN AND DEEPAK JOSE | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | ISRJ-24 | | Article URL : | |  | Author Profile | | Abstract : | | | In the fast changing conventional world, it is need of hour of doing
conventional things unconventionally. Advertising demands nothing else but creativity
and budget which Guerilla doesn't. Guerilla Marketing is a means to gain maximum
exposure through minimal cost to the company. The term “guerilla marketing” is used to
describe an unusual system of promotions on a very low budget, relying on time, energy,
and the imagination instead of big marketing budgets. Up to par the term has also come
to describe aggressive, unusual marketing methods generically. The paper serves to
explore the uses and needs for the guerilla marketing approach and how they are
superior and different from the traditional marketing tactics. The associated marketing
techniques of innovative marketing in the new era of cost cutting but bearing maximum
impact on the consumer will also be highlighted. While this paper also would try and
understand the terminology, its literature, application to the small business and
profitability. | | Keywords : | | - guerilla marketing
- creativity
- small business
- advertising
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