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The Marketing of Small Enterprises, Guerilla Marketing

Author

Listed:
  • Zeljka Zavisic

    (Faculty of Economics in Osijek)

  • Mane Medic

    (Faculty of Economics in Osijek)

Abstract

The work is focused on approaches and techniques used by companies for identifying and fulfilling of the consumers’ needs and expectations, while making profit with little or limited resources in various stages of firm development (start-up stage) or in small enterprises. Basic marketing principles and categories of conventional marketing shall be compared with the demands of the unconventional one, which is focused on practical and financially limited marketing (guerilla marketing). In this work, the accent will be put on direct marketing, new marketing paradigm, faceto- face marketing, relationship marketing, and most notably on guerilla marketing, which sole purpose is to achieve maximal goals with minimal resources.

Suggested Citation

  • Zeljka Zavisic & Mane Medic, 2006. "The Marketing of Small Enterprises, Guerilla Marketing," Interdisciplinary Management Research, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 2, pages 414-425.
    • Handle: RePEc:osi:journl:v:2:y:2006:p:414-425
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