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Innovative marketing strategies in entrepreneurship

Author

Listed:
  • Margarita Išoraitė

    (Vilniaus kolegija / Higher Education Institution, Lithuania)

Abstract

The article analyses the innovative marketing strategies in entrepreneurship, focusing on guerrilla marketing and examining its tools and case studies. Guerrilla marketing is a strategy in which small businesses use creativity to compete with bigger companies. The main focus is on bold, modern ideas, and investing not money but time, energy, imagination, and information is encouraged. The author suggests an original guerrilla marketing model and reveals the peculiarities of guerrilla marketing approaches. The findings can help companies design innovative marketing strategies

Suggested Citation

  • Margarita Išoraitė, 2024. "Innovative marketing strategies in entrepreneurship," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 12(2), pages 117-126, December.
    • Handle: RePEc:ssi:jouesi:v:12:y:2024:i:2:p:117-126
    DOI: 10.9770/r8278778759
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    More about this item

    Keywords

    innovative marketing; guerrilla marketing; entrepreneurship; guerrilla marketing tools;
    All these keywords.

    JEL classification:

    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • A20 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - General
    • A22 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - Undergraduate
    • C40 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - General
    • C83 - Mathematical and Quantitative Methods - - Data Collection and Data Estimation Methodology; Computer Programs - - - Survey Methods; Sampling Methods
    • I21 - Health, Education, and Welfare - - Education - - - Analysis of Education
    • L80 - Industrial Organization - - Industry Studies: Services - - - General

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