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  • 标题:AN INTERPRETATION OF THE PHENOMENON OF GUERRILLA MARKETING
  • 作者:IRINA OLIMPIA SUSANU ; NICOLETA CRISTACHE ; OANA GHERGHINESCU
  • 期刊名称:Economics Management and Financial Markets
  • 印刷版ISSN:1842-3191
  • 电子版ISSN:1938-212X
  • 出版年度:2008
  • 卷号:3
  • 期号:02
  • 出版社:Denbridge Press
  • 摘要:Levinson contends that marketing is a process, not an event, and that guerrilla marketing means marketing that is unconventional, non-traditional, not by-the-book, and extremely flexible. As Hickman puts it, guerrilla marketing is any alternative form of marketing using non-conventional means, methods or medias, can infiltrate any high-traffic areas. Sandberg and Stierna argue that, comparing to traditional marketing, guerrilla marketing creates attention with a smaller budget and can result in free publicity in other media.
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