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Gerilla Pazarlama: Araçları, Avantajları ve Stratejileri Üzerine Teorik Bir Çerçeve

Year 2020, Volume: 17 Issue: 2, 68 - 86, 28.12.2020

Abstract

Küresel rekabetin artması işletmeleri tüketicilerle iletişimi yoğunlaştırmanın ve kolaylaştırmanın etkili bir yolunu bulmaya itmektedir. Gerilla pazarlama, reklam, doğrudan pazarlama, halkla ilişkiler vb. geleneksel pazarlama medyasının uygulama yöntemlerini değiştiren, alternatif ve bütünsel bir pazarlama yaklaşımıdır. Gerilla pazarlama, ürünler/ hizmetler için viral oluşturma amacıyla sıradan, günlük bir yerde alışılmadık veya beklenmedik bir pazarlama etkinliği yürütme eylemidir. Gerilla pazarlama, minimum yatırımla kar elde etmenin kanıtlanmış bir yöntemidir. Gerilla pazarlama stratejisi, büyük bir pazarlama bütçesinden ziyade hayal gücüne, yaratıcı fikre ve yenilikçi tasarıma dayanır. Gerilla pazarlamanın avantajları arasında, düşük maliyet, internette viral olabilme, müşterilerin sözlü anlatımıyla hızlıca büyüyebilme ve müşteriler üzerinde kalıcı bir etki bırakabilme bulunmaktadır. Bu çalışma, gerilla pazarlama ile ilgili geniş bir teorik çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma, pazarlama yöneticilerine ilgili kararları alırken yardımcı olmayı hedeflemektedir

References

  • Ahmad, N., Ahmed, R., Jahangir, M., Moghani, G., Shamim, H. ve Baig, R. (2014). Impacts of Guerrilla Advertising on Consumer Buying Behavior, Information and Knowledge Management, 4 (8).
  • Ahmed, R., Quresh, J., Streimikiene, D., Vveinhardt , J. ve Soomro , R. (2020). Guerrilla Marketing Trends for Sustainable Solutions: Evidence from SEM-Based Multivariate and Conditional Process Approaches, Journal of Business Economics and Management, 21(3), 851-871.
  • Alexakis, I. (2020). Guerilla Marketing Ideas: 8 Real Examples To Hack Growth, https://moosend.com/blog/guerilla-marketing-ideas/, Erişim Tarihi: 02.09.2020
  • Ali, A. ve Yazdanifard, R. (2014). Guerilla Marketing At Its Best and The Difficult Challenges It Faces, https://d1wqtxts1xzle7.cloudfront.net/34787591/Guerilla_Marketing_At_Its_Best_and_The_Difficult_Challenges_It_Faces.pdf?1411094112=&response-content-disposition=inline%3B+filename%3DGuerilla_Marketing_At_Its_Best_and_The_D.pdf&Expires=1598311276&Signature , Erişim Tarihi: 02.09.2020
  • Balaziova, I. ve Spalova, L. (2020). Terminological and Historical Background of Guerilla Marketing as a Marketing Communication Strategy, Social Communication, 1, 81-92.
  • Barbosa, B., Silva, D., Santos, C. ve Filipe, S. (2018). On Using Guerrilla In Business-to-Business Communication: The Managers Views, CBU International Conference Proceedings, 6, 10-15.
  • Belic, S. ve Jonsson, E. (2012). Guerrilla Marketing - And Its Effects on Consumer Behavior, Kristianstad University, International Business and Economics Program, Bachelor Thesis.
  • Bigat, E. (2012). Guerrilla Advertisement And Marketing, Procedia- Social and Behavioral Sciences, 51, 1022- 1029 .
  • Borgave, S. ve Ningule, S. (2019). To Understand the Effectiveness of Guerrilla Marketing to Increase The Awareness of Chronic Diseases in Society, Cikitusi Journal For Multidisciplinary Research, 6 (6),175-182.
  • Bytyçı, S. ve Bytyçı, A. (2016). The Application Of Guerrilla Marketing In Kosovo, Ecoforum, 5, (1), 8, 283-287.
  • Chamrath, M. (2017). Guerilla Marketing-Analysis of A Practical Example. Masarykova Univerzita Ekonomicko-Spravni Fakulta, Bachelor’s Thesis.
  • Chen, J. (2011). Explore Guerrilla Marketing Potentials for Trade Show, UNLV Theses, Dissertations, Professional Papers, and Capstones, 1051, https://digitalscholarship.unlv.edu/thesesdissertations/1051
  • Chionne, R. ve Scozzese, G. (2014). Some Evidence on Unconventional Marketing: Focus on Guerrilla Marketing, International Business Research, 7(12), 153-166.
  • Dagorn, A. (2015). Guerrilla Marketing on The Generations X & Y. International Marketing Dublin Business School.
  • Dempsey, E. (2016). Betting on Guerrilla Marketing: An Investigation of The Impact of Outdoor Guerrilla Advertising by Paddy Power on the Brand Engagement of Irish Male Millennials, National College of Ireland, Master's Thesis.
  • Diaa, N. (2017). Shedding the Light on Guerrilla Marketing and Purchase Intention, Global Journal of Management and Business Research, XVII (IV), Version I, 9-18.
  • Diana, A. (2019). 30 Best Guerilla Marketing Campaigns, https://www.thoughtmedia.com/30-best-guerilla-marketing-campaigns/ , Erişim Tarihi: 02.09.2020
  • Flieger, M. (2017). Implementation of Ambient Marketing by Organizations in Poland, Handel Wewnetrzny, 367(2), 94-102.
  • Fong, K. ve Yazdanifard , R. (2014). The Review of the Two Latest Marketing Techniques; Viral Marketing and Guerrilla Marketing which Influence Online Consumer Behavior, Global Journal Of Management And Business Research: E-Marketing, 14 (2), Version 1.
  • Girdwichai, L. ve Sriviboon , C. (2020). Guerrilla Marketing and Purchase Intention: A Study on Undergraduate Generation Y Consumers in Malaysia, Talent Development & Excellence, 12(2).
  • Gkarane, S., Efstratios-Marinos, L., Vassiliadis, C. ve Vassiliadis, Y. (2019). Combining Traditional and Digital Tools in Developing an International Guerilla Marketing Strategy: The Case of a SME Greek Company, Strategic Innovative Marketing and Tourism, Springer, Cham, 397-404.
  • Grant, P. S., Bal, A. ve Parent, M. (2012). Operatic Flash Mob: Consumer Arousal, Connectedness and Emotion, Journal of Consumer Behaviour, 11(3), 244-251.
  • Gutierrez, J., Díaz, R. ve Gutierrez-Salcedo, M. (2019). The Effect Of Guerilla Marketing Strategies On Competitiveness Restaurants In Guadalajara, Mexico, Journal of Competitiveness Studies, 27(1), 3-19.
  • Haereid, M.B. ve Indregard, S. (2015). Guerrilla Marketing: A Low-Cost Strategy for Startups, Norwegian University of Science and Technology Department of Industrial Economics and Technology Management, Master Thesis
  • Holy, M. ve Antolic, A. (2017). Croatian Communication Agencies and Guerrilla Communication Tactics, Media, Culture and Public Relations, 8 (2), 142-154.
  • https://www.antevenio.com/usa/5-great-examples-of-guerrilla-marketing/ (2018). 5 Great Examples of Guerrilla Marketing, Erişim Tarihi: 02.09.2020.
  • Isaac, A. (2014). Analysis of Guerrilla and Traditional Marketing Interface in Improving the Productivity of Organizational Marketing in Small and Meduim Size Enterprises (SMEs) in Nigeria, Journal of Small Business and Entrepreneurship Development, 2(1), 175-190.
  • Isoraite, M. (2018). Guerrilla Marketing Features, Ecoforum, 7(1),14, 1-6.
  • Jahrig, E., Ebner, K., Hornung, O. ve Smolnik, S. (2017). Guerilla Marketing Using Social Media as a Success Strategy in Crowdfunding Campaigns: Towards a Research Model, Twenty-third Americas Conference on Information Systems, Boston,1-10.
  • Jhon, S. (2012). Using Publicity As A Creative Guerilla Marketing Device, http://www.creativeguerrillamarketing.com/guerrilla-marketing/using-publicity-as-a-creative-guerilla-marketing-device/ , Erişim Tarihi: 02.09.2020
  • Katke, K. (2016). Guerilla Marketing For Effective Marketing Communication: A Special Reference To Social Media Marketing, Asia Pacific Journal of Research, I (XLI), 151-157.
  • Klepek, M. (2007). Guerrilla Marketing Concept and Further Research Possibilities, Silesian University in Opava, School of Business Administration in Karvina, 79-87.
  • Kraus, S., Harms, R. ve Fink , M. (2010). Entrepreneurial Marketing: Moving Beyond Marketing in New Ventures, International Journal of Entrepreneurship and Innovation Management, 11(1), 19-34.
  • Kudryavtseva, A. (2012). Guerilla Marketing: New Concept in Practice: Sport Master Case, Mikkeli University of Applied Sciences, Bachelor’s Thesis.
  • Langett, J. (2012). Enacting Guerilla Marketing to Attain Commercial Speech Protection, Communication Law Review, 12 (2), 1-10.
  • Lum, R. (2010). 122 Must See Guerilla Marketing Examples, http://www.creativeguerrillamarketing.com/guerrilla-marketing/122-must-see-guerilla-marketing-examples/ , Erişim Tarihi: 02.09.2020
  • Luxton, S. ve Drummond, L. (2000). What Is This Thing Called Ambient Advertising?, ANZMAC 2000 Visionary Marketing for The 21st Century: Facing the Challenge, 734-738.
  • Metodijeski, D., Temelkov, Z. ve Stankovska, A. (2016). Guerrilla Marketing–An Important Tool for Managers in Tourist Sector, Macedonian International Journal of Marketing, 2(3), 124-129.
  • Milak, A. ve Dobrinić, D. (2017). Customer Perception of Guerilla Marketing, International Journal of Multidisciplinarity in Business and Science, 3(4), 18-24.
  • Milichovsky, F. (2013). New Tools for Effective Marketing Communications, Acta Universitatis Bohemiae Meridionalis, 16(1), 35-43.
  • Minato, C. (2012). Ingenious Ambush Campaigns From Nike, Samsung and BMW Make Official Sponsorships Look Like A Waste, https://www.businessinsider.com/best-ambush-marketing-campaigns-2012-6, Erişim Tarihi: 02.09.2020
  • Mughari, A. (2011). Analysis of Brand Awareness and Guerrilla Marketing In Iranian SME, Iranian Journal of Management Studies (IJMS), 4(1), 115.
  • Muscat, A. (2016). The Impact of Guerrilla Marketing on Consumer Behaviour, University of Malta, https://www.um.edu.mt/library/oar/handle/123456789/15960.
  • Nahar, P. ve Adithya, A. (2017). A Study on Effectiveness of Guerrilla Marketing Among the People in Chennai City, International Journal of Innovative Research in Engineering & Multidisciplinary Physical Sciences, 5 (5), 5-9.
  • Nufer, G. (2013a). Guerrilla Marketing—Innovative or Parasitic Marketing?, Modern Economy, 4, 1-6 .
  • Nufer, G. (2013b). Guerrilla Marketing–Structuring the Manifestations and Critical Evaluation, Innovative Marketing, 9(2), 60-68.
  • Parıltı, N. ve Spahic, D. (2019). The Impact Of Guerrilla Marketing Practices On Consumer Attitudes And Comparison With Traditional Marketing Communication: A Practice, Bankacılık ve Finansal Araştırmalar Dergisi, 6(1), 1-24.
  • Powrani, K. ve Kennedy, F. (2018). The Effects of Guerrilla Marketing on Generation y Consumer’s Purchase Intention. Asian Journal of Economics, Business and Accounting, 7(1), 1-12.
  • Sandberg, P. ve Stierna, H. (2006). Guerrilla Marketing: Reaching The Customer in An Untraditional Way, Jönköping International Business School, Master Thesis.
  • Scheibe, A. (2013). Unconventional Methods of Marketing Communications, Business and Non-profit Organizations Facing Increased Competition and Growing Customers' Demands, 12,103-116.
  • Schutte, S. (2014). 8 Great Ambush Marketing Campaigns, https://realbusiness.co.uk/8-great-ambush-marketing-campaigns/, Erişim Tarihi: 02.09.2020
  • Shakeel, M. ve Khan, M. (2011). Impact of Guerrilla Marketing on Consumer Perception, Global Journal of Management and Business Research, XI (VII), Version I , 47-53.
  • Sharma, R. ve Naik, P. (2019). Guerrilla Weapons: Effect on Cell Phone Purchasing Behaviour of Customers. A Journal Of Composition Theory, XII (VIII), 377-384.
  • Singhal, S. ve Tiwari , A. (2013). Guerrilla Marketing in Commercial Transportation, International Journal of Marketing and Technology, 3(6),16-31.
  • Sinha, S. ve Choudhury, R. (2019). Guerrilla Marketing Leaving Imprints that Lasts Forever on The Minds, International Journal of Research and Analytical Reviews, IJRAR, 6 (3), 86-92.
  • Snedeker, B. (2019). Cost-effective Guerrilla Marketing Strategies for Your Small Business, https://keap.com/business-success-blog/marketing/advertising/guerrilla-marketing-strategies-for-small-businesses, Erişim Tarihi: 02.09.2020
  • Sula, T. ve Banyar, M. (2015). An Empirical Study of Public Perceptions on Ambient Media, International Journal of Strategic Innovative Marketing, 02, 49-64.
  • Tam, D. ve Khuong, M. (2015). The Effects of Guerilla Marketing on Gen Y’s Purchase Intention: A Study in Ho Chi Minh City, Vietnam, International Journal of Trade, Economics and Finance, 6 (4), 191-198.
  • The Guerrilla Institute. (2020). Get to Know Guerrilla, https://guerrilla-institute.thinkific.com/pages/about-us, Erişim Tarihi: 02.09.2020
  • Uta, C. (2018). Shaping Advertising Through Cultural Differences. International Conference on Marketing and Business Development, I (1).
  • Walia, P. ve Singla, L. (2017). An Analytical Study on Impact of Guerrilla Marketing Among Middle Aged Smart-Phone Users, International Journal of Advanced Scientific Research and Management, 2 (4).
  • Wendland, L. (2016). A Common Ground in Guerilla Marketing – State of Research and Further Research Opportunities, Junior Management Science, 1, 34-59.
  • Yıldız, S. (2017). Effects Of Guerrilla Marketing on Brand Awareness And Consumers Purchase Intention, Global Journal of Economics and Business Studies, 6(12), 177-185.
Year 2020, Volume: 17 Issue: 2, 68 - 86, 28.12.2020

Abstract

References

  • Ahmad, N., Ahmed, R., Jahangir, M., Moghani, G., Shamim, H. ve Baig, R. (2014). Impacts of Guerrilla Advertising on Consumer Buying Behavior, Information and Knowledge Management, 4 (8).
  • Ahmed, R., Quresh, J., Streimikiene, D., Vveinhardt , J. ve Soomro , R. (2020). Guerrilla Marketing Trends for Sustainable Solutions: Evidence from SEM-Based Multivariate and Conditional Process Approaches, Journal of Business Economics and Management, 21(3), 851-871.
  • Alexakis, I. (2020). Guerilla Marketing Ideas: 8 Real Examples To Hack Growth, https://moosend.com/blog/guerilla-marketing-ideas/, Erişim Tarihi: 02.09.2020
  • Ali, A. ve Yazdanifard, R. (2014). Guerilla Marketing At Its Best and The Difficult Challenges It Faces, https://d1wqtxts1xzle7.cloudfront.net/34787591/Guerilla_Marketing_At_Its_Best_and_The_Difficult_Challenges_It_Faces.pdf?1411094112=&response-content-disposition=inline%3B+filename%3DGuerilla_Marketing_At_Its_Best_and_The_D.pdf&Expires=1598311276&Signature , Erişim Tarihi: 02.09.2020
  • Balaziova, I. ve Spalova, L. (2020). Terminological and Historical Background of Guerilla Marketing as a Marketing Communication Strategy, Social Communication, 1, 81-92.
  • Barbosa, B., Silva, D., Santos, C. ve Filipe, S. (2018). On Using Guerrilla In Business-to-Business Communication: The Managers Views, CBU International Conference Proceedings, 6, 10-15.
  • Belic, S. ve Jonsson, E. (2012). Guerrilla Marketing - And Its Effects on Consumer Behavior, Kristianstad University, International Business and Economics Program, Bachelor Thesis.
  • Bigat, E. (2012). Guerrilla Advertisement And Marketing, Procedia- Social and Behavioral Sciences, 51, 1022- 1029 .
  • Borgave, S. ve Ningule, S. (2019). To Understand the Effectiveness of Guerrilla Marketing to Increase The Awareness of Chronic Diseases in Society, Cikitusi Journal For Multidisciplinary Research, 6 (6),175-182.
  • Bytyçı, S. ve Bytyçı, A. (2016). The Application Of Guerrilla Marketing In Kosovo, Ecoforum, 5, (1), 8, 283-287.
  • Chamrath, M. (2017). Guerilla Marketing-Analysis of A Practical Example. Masarykova Univerzita Ekonomicko-Spravni Fakulta, Bachelor’s Thesis.
  • Chen, J. (2011). Explore Guerrilla Marketing Potentials for Trade Show, UNLV Theses, Dissertations, Professional Papers, and Capstones, 1051, https://digitalscholarship.unlv.edu/thesesdissertations/1051
  • Chionne, R. ve Scozzese, G. (2014). Some Evidence on Unconventional Marketing: Focus on Guerrilla Marketing, International Business Research, 7(12), 153-166.
  • Dagorn, A. (2015). Guerrilla Marketing on The Generations X & Y. International Marketing Dublin Business School.
  • Dempsey, E. (2016). Betting on Guerrilla Marketing: An Investigation of The Impact of Outdoor Guerrilla Advertising by Paddy Power on the Brand Engagement of Irish Male Millennials, National College of Ireland, Master's Thesis.
  • Diaa, N. (2017). Shedding the Light on Guerrilla Marketing and Purchase Intention, Global Journal of Management and Business Research, XVII (IV), Version I, 9-18.
  • Diana, A. (2019). 30 Best Guerilla Marketing Campaigns, https://www.thoughtmedia.com/30-best-guerilla-marketing-campaigns/ , Erişim Tarihi: 02.09.2020
  • Flieger, M. (2017). Implementation of Ambient Marketing by Organizations in Poland, Handel Wewnetrzny, 367(2), 94-102.
  • Fong, K. ve Yazdanifard , R. (2014). The Review of the Two Latest Marketing Techniques; Viral Marketing and Guerrilla Marketing which Influence Online Consumer Behavior, Global Journal Of Management And Business Research: E-Marketing, 14 (2), Version 1.
  • Girdwichai, L. ve Sriviboon , C. (2020). Guerrilla Marketing and Purchase Intention: A Study on Undergraduate Generation Y Consumers in Malaysia, Talent Development & Excellence, 12(2).
  • Gkarane, S., Efstratios-Marinos, L., Vassiliadis, C. ve Vassiliadis, Y. (2019). Combining Traditional and Digital Tools in Developing an International Guerilla Marketing Strategy: The Case of a SME Greek Company, Strategic Innovative Marketing and Tourism, Springer, Cham, 397-404.
  • Grant, P. S., Bal, A. ve Parent, M. (2012). Operatic Flash Mob: Consumer Arousal, Connectedness and Emotion, Journal of Consumer Behaviour, 11(3), 244-251.
  • Gutierrez, J., Díaz, R. ve Gutierrez-Salcedo, M. (2019). The Effect Of Guerilla Marketing Strategies On Competitiveness Restaurants In Guadalajara, Mexico, Journal of Competitiveness Studies, 27(1), 3-19.
  • Haereid, M.B. ve Indregard, S. (2015). Guerrilla Marketing: A Low-Cost Strategy for Startups, Norwegian University of Science and Technology Department of Industrial Economics and Technology Management, Master Thesis
  • Holy, M. ve Antolic, A. (2017). Croatian Communication Agencies and Guerrilla Communication Tactics, Media, Culture and Public Relations, 8 (2), 142-154.
  • https://www.antevenio.com/usa/5-great-examples-of-guerrilla-marketing/ (2018). 5 Great Examples of Guerrilla Marketing, Erişim Tarihi: 02.09.2020.
  • Isaac, A. (2014). Analysis of Guerrilla and Traditional Marketing Interface in Improving the Productivity of Organizational Marketing in Small and Meduim Size Enterprises (SMEs) in Nigeria, Journal of Small Business and Entrepreneurship Development, 2(1), 175-190.
  • Isoraite, M. (2018). Guerrilla Marketing Features, Ecoforum, 7(1),14, 1-6.
  • Jahrig, E., Ebner, K., Hornung, O. ve Smolnik, S. (2017). Guerilla Marketing Using Social Media as a Success Strategy in Crowdfunding Campaigns: Towards a Research Model, Twenty-third Americas Conference on Information Systems, Boston,1-10.
  • Jhon, S. (2012). Using Publicity As A Creative Guerilla Marketing Device, http://www.creativeguerrillamarketing.com/guerrilla-marketing/using-publicity-as-a-creative-guerilla-marketing-device/ , Erişim Tarihi: 02.09.2020
  • Katke, K. (2016). Guerilla Marketing For Effective Marketing Communication: A Special Reference To Social Media Marketing, Asia Pacific Journal of Research, I (XLI), 151-157.
  • Klepek, M. (2007). Guerrilla Marketing Concept and Further Research Possibilities, Silesian University in Opava, School of Business Administration in Karvina, 79-87.
  • Kraus, S., Harms, R. ve Fink , M. (2010). Entrepreneurial Marketing: Moving Beyond Marketing in New Ventures, International Journal of Entrepreneurship and Innovation Management, 11(1), 19-34.
  • Kudryavtseva, A. (2012). Guerilla Marketing: New Concept in Practice: Sport Master Case, Mikkeli University of Applied Sciences, Bachelor’s Thesis.
  • Langett, J. (2012). Enacting Guerilla Marketing to Attain Commercial Speech Protection, Communication Law Review, 12 (2), 1-10.
  • Lum, R. (2010). 122 Must See Guerilla Marketing Examples, http://www.creativeguerrillamarketing.com/guerrilla-marketing/122-must-see-guerilla-marketing-examples/ , Erişim Tarihi: 02.09.2020
  • Luxton, S. ve Drummond, L. (2000). What Is This Thing Called Ambient Advertising?, ANZMAC 2000 Visionary Marketing for The 21st Century: Facing the Challenge, 734-738.
  • Metodijeski, D., Temelkov, Z. ve Stankovska, A. (2016). Guerrilla Marketing–An Important Tool for Managers in Tourist Sector, Macedonian International Journal of Marketing, 2(3), 124-129.
  • Milak, A. ve Dobrinić, D. (2017). Customer Perception of Guerilla Marketing, International Journal of Multidisciplinarity in Business and Science, 3(4), 18-24.
  • Milichovsky, F. (2013). New Tools for Effective Marketing Communications, Acta Universitatis Bohemiae Meridionalis, 16(1), 35-43.
  • Minato, C. (2012). Ingenious Ambush Campaigns From Nike, Samsung and BMW Make Official Sponsorships Look Like A Waste, https://www.businessinsider.com/best-ambush-marketing-campaigns-2012-6, Erişim Tarihi: 02.09.2020
  • Mughari, A. (2011). Analysis of Brand Awareness and Guerrilla Marketing In Iranian SME, Iranian Journal of Management Studies (IJMS), 4(1), 115.
  • Muscat, A. (2016). The Impact of Guerrilla Marketing on Consumer Behaviour, University of Malta, https://www.um.edu.mt/library/oar/handle/123456789/15960.
  • Nahar, P. ve Adithya, A. (2017). A Study on Effectiveness of Guerrilla Marketing Among the People in Chennai City, International Journal of Innovative Research in Engineering & Multidisciplinary Physical Sciences, 5 (5), 5-9.
  • Nufer, G. (2013a). Guerrilla Marketing—Innovative or Parasitic Marketing?, Modern Economy, 4, 1-6 .
  • Nufer, G. (2013b). Guerrilla Marketing–Structuring the Manifestations and Critical Evaluation, Innovative Marketing, 9(2), 60-68.
  • Parıltı, N. ve Spahic, D. (2019). The Impact Of Guerrilla Marketing Practices On Consumer Attitudes And Comparison With Traditional Marketing Communication: A Practice, Bankacılık ve Finansal Araştırmalar Dergisi, 6(1), 1-24.
  • Powrani, K. ve Kennedy, F. (2018). The Effects of Guerrilla Marketing on Generation y Consumer’s Purchase Intention. Asian Journal of Economics, Business and Accounting, 7(1), 1-12.
  • Sandberg, P. ve Stierna, H. (2006). Guerrilla Marketing: Reaching The Customer in An Untraditional Way, Jönköping International Business School, Master Thesis.
  • Scheibe, A. (2013). Unconventional Methods of Marketing Communications, Business and Non-profit Organizations Facing Increased Competition and Growing Customers' Demands, 12,103-116.
  • Schutte, S. (2014). 8 Great Ambush Marketing Campaigns, https://realbusiness.co.uk/8-great-ambush-marketing-campaigns/, Erişim Tarihi: 02.09.2020
  • Shakeel, M. ve Khan, M. (2011). Impact of Guerrilla Marketing on Consumer Perception, Global Journal of Management and Business Research, XI (VII), Version I , 47-53.
  • Sharma, R. ve Naik, P. (2019). Guerrilla Weapons: Effect on Cell Phone Purchasing Behaviour of Customers. A Journal Of Composition Theory, XII (VIII), 377-384.
  • Singhal, S. ve Tiwari , A. (2013). Guerrilla Marketing in Commercial Transportation, International Journal of Marketing and Technology, 3(6),16-31.
  • Sinha, S. ve Choudhury, R. (2019). Guerrilla Marketing Leaving Imprints that Lasts Forever on The Minds, International Journal of Research and Analytical Reviews, IJRAR, 6 (3), 86-92.
  • Snedeker, B. (2019). Cost-effective Guerrilla Marketing Strategies for Your Small Business, https://keap.com/business-success-blog/marketing/advertising/guerrilla-marketing-strategies-for-small-businesses, Erişim Tarihi: 02.09.2020
  • Sula, T. ve Banyar, M. (2015). An Empirical Study of Public Perceptions on Ambient Media, International Journal of Strategic Innovative Marketing, 02, 49-64.
  • Tam, D. ve Khuong, M. (2015). The Effects of Guerilla Marketing on Gen Y’s Purchase Intention: A Study in Ho Chi Minh City, Vietnam, International Journal of Trade, Economics and Finance, 6 (4), 191-198.
  • The Guerrilla Institute. (2020). Get to Know Guerrilla, https://guerrilla-institute.thinkific.com/pages/about-us, Erişim Tarihi: 02.09.2020
  • Uta, C. (2018). Shaping Advertising Through Cultural Differences. International Conference on Marketing and Business Development, I (1).
  • Walia, P. ve Singla, L. (2017). An Analytical Study on Impact of Guerrilla Marketing Among Middle Aged Smart-Phone Users, International Journal of Advanced Scientific Research and Management, 2 (4).
  • Wendland, L. (2016). A Common Ground in Guerilla Marketing – State of Research and Further Research Opportunities, Junior Management Science, 1, 34-59.
  • Yıldız, S. (2017). Effects Of Guerrilla Marketing on Brand Awareness And Consumers Purchase Intention, Global Journal of Economics and Business Studies, 6(12), 177-185.
There are 63 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Yasemin Gedik 0000-0002-1166-3227

Publication Date December 28, 2020
Published in Issue Year 2020 Volume: 17 Issue: 2

Cite

APA Gedik, Y. (2020). Gerilla Pazarlama: Araçları, Avantajları ve Stratejileri Üzerine Teorik Bir Çerçeve. Çağ Üniversitesi Sosyal Bilimler Dergisi, 17(2), 68-86.