IDEAS home Printed from https://ideas.repec.org/p/pra/mprapa/54385.html
   My bibliography  Save this paper

The Use of Guerilla Marketing In SMEs

Author

Listed:
  • Yüksekbilgili, Zeki

Abstract

Guerrilla marketing is defined as an advertising strategy, in which low-cost unconventional means are used, employs various techniques which keep costs at a minimum, and is often adopted by small companies. In this research, 100 SME’s that are working on different sectors in Istanbul have been reviewed to understand if these companies are aware of this marketing strategy and if they have ever used these tactics in their marketing. Although in former studies guerilla marketing is said to be adopted by small companies, this research shows that most of the Turkish SME’s had never used or willing to use guerilla marketing in their past or future marketing plans.

Suggested Citation

  • Yüksekbilgili, Zeki, 2014. "The Use of Guerilla Marketing In SMEs," MPRA Paper 54385, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:54385
    as

    Download full text from publisher

    File URL: https://mpra.ub.uni-muenchen.de/54385/1/MPRA_paper_54385.pdf
    File Function: original version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. David Godes & Dina Mayzlin, 2004. "Using Online Conversations to Study Word-of-Mouth Communication," Marketing Science, INFORMS, vol. 23(4), pages 545-560, June.
    2. Canan Ay & Pinar Aytekin & Sinan Nardali, 2010. "Guerrilla Marketing Communication Tools and Ethical Problems in Guerilla Advertising," American Journal of Economics and Business Administration, Science Publications, vol. 2(3), pages 280-286, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Buljubašić Iva & Ham Marija & Pap Ana, 2016. "Factors Influencing the Implementation of Unconventional Marketing in Cultural Institutions – Evidence from Croatia," Scientific Annals of Economics and Business, Sciendo, vol. 63(2), pages 247-272, June.
    2. Iva BULJUBAÅ IĆ & Marija HAM & Ana PAP, 2016. "Factors Influencing The Implementation Of Unconventional Marketing In Cultural Institutions €“ Evidence From Croatia," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 63(2), pages 247-272, July.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Diwanji, Vaibhav S. & Cortese, Juliann, 2020. "Contrasting user generated videos versus brand generated videos in ecommerce," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    2. Shijie Lu & Xin (Shane) Wang & Neil Bendle, 2020. "Does Piracy Create Online Word of Mouth? An Empirical Analysis in the Movie Industry," Management Science, INFORMS, vol. 66(5), pages 2140-2162, May.
    3. Goyal, Sanjeev & Heidari, Hoda & Kearns, Michael, 2019. "Competitive contagion in networks," Games and Economic Behavior, Elsevier, vol. 113(C), pages 58-79.
    4. Inyoung Chae & Andrew T. Stephen & Yakov Bart & Dai Yao, 2017. "Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns," Marketing Science, INFORMS, vol. 36(1), pages 89-104, January.
    5. Khim-Yong Goh & Cheng-Suang Heng & Zhijie Lin, 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content," Information Systems Research, INFORMS, vol. 24(1), pages 88-107, March.
    6. Duan, Yongrui & Liu, Tonghui & Mao, Zhixin, 2022. "How online reviews and coupons affect sales and pricing: An empirical study based on e-commerce platform," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    7. Steven M. Shugan, 2005. "Brand Loyalty Programs: Are They Shams?," Marketing Science, INFORMS, vol. 24(2), pages 185-193.
    8. Marc Bourreau & Michel Gensollen & François Moreau & Patrick Waelbroeck, 2013. "“Selling less of more?” The impact of digitization on record companies," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 37(3), pages 327-346, August.
    9. K. Sudhir, 2018. "Editorial—Introducing A New Section— Marketing Science: Frontiers," Marketing Science, INFORMS, vol. 37(1), pages 1-4, January.
    10. Sungsik Park & Woochoel Shin & Jinhong Xie, 2021. "The Fateful First Consumer Review," Marketing Science, INFORMS, vol. 40(3), pages 481-507, May.
    11. Liu, Yizao & Rui, Huaxia, 2014. "Social Media and Consumer Engagement in the Carbonated Soft Drinks Market," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 169815, Agricultural and Applied Economics Association.
    12. Atabek Atayev & Maarten Janssen, 2024. "Information Acquisition And Diffusion In Markets," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 65(2), pages 729-753, May.
    13. Rohit Aggarwal & Ram Gopal & Alok Gupta & Harpreet Singh, 2012. "Putting Money Where the Mouths Are: The Relation Between Venture Financing and Electronic Word-of-Mouth," Information Systems Research, INFORMS, vol. 23(3-part-2), pages 976-992, September.
    14. Sheng Tun Li & Thuong Thi Pham & Hui Chi Chuang & Zhi-Wei Wang, 2016. "Does reliable information matter? Towards a trustworthy co-created recommendation model by mining unboxing reviews," Information Systems and e-Business Management, Springer, vol. 14(1), pages 71-99, February.
    15. André Luis Araujo da Fonseca & Paula Castro Pires de Souza Chimenti & Maribel Carvalho Suarez, 2023. "Using deep learning language models as scaffolding tools in interpretive research," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 27(Vol. 27 N), pages 230021-2300.
    16. Iva BULJUBAÅ IĆ & Marija HAM & Ana PAP, 2016. "Factors Influencing The Implementation Of Unconventional Marketing In Cultural Institutions €“ Evidence From Croatia," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 63(2), pages 247-272, July.
    17. Inman, J. Jeffrey & Nikolova, Hristina, 2017. "Shopper-Facing Retail Technology: A Retailer Adoption Decision Framework Incorporating Shopper Attitudes and Privacy Concerns," Journal of Retailing, Elsevier, vol. 93(1), pages 7-28.
    18. Pauwels, Koen & Aksehirli, Zeynep & Lackman, Andrew, 2016. "Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 639-655.
    19. Chakravarty, Anindita & Liu, Yong & Mazumdar, Tridib, 2010. "The Differential Effects of Online Word-of-Mouth and Critics' Reviews on Pre-release Movie Evaluation," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 185-197.
    20. Jurui Zhang & Yong Liu & Yubo Chen, 2015. "Social Learning in Networks of Friends versus Strangers," Marketing Science, INFORMS, vol. 34(4), pages 573-589, July.

    More about this item

    Keywords

    guerilla marketing; turkish SME guerilla marketers; SME;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:54385. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Joachim Winter (email available below). General contact details of provider: https://edirc.repec.org/data/vfmunde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.