A Study on Effectiveness of Guerrilla Marketing Among the People in Chennai City

Authors: Dr. P. Aasish Nahar, A.B. Adithya

DOI: https://doi.org/10.17605/OSF.IO/KTCSD

Short DOI: https://doi.org/ggnq85

Country: India

Full-text Research PDF File:   View   |   Download

Abstract: Today there are a large number of theories, strategies, tactics and concepts concerning the promotion of goods and services in a marketplace. Gaining a consumers' attention is a difficult task especially when the companies are busy trying to ward off the competition from their rivals. Out of all the tactics that have come up, one such tactic that is taking prominence in the world of marketing is the concept of guerrilla marketing. Guerrilla marketing uses unique, novel, non-traditional ways of grabbing a consumers' attention, making it memorable and spreading the word about the product. Although, this tactic is widely adopted in European countries and America, this is a relatively new concept with respect to the Indian market. The study attempts to find the effectiveness of guerrilla marketing and suggests ways to improve it and also discusses the various subsets of guerrilla marketing which are undertaken by organizations throughout the world and how it differs from traditional marketing.

Keywords: Guerrilla marketing, Element of surprise, Unconventional methods

Paper Id: 286

Published On: 2017-09-15

Published In: Volume 5, Issue 5, September-October 2017

Cite This: A Study on Effectiveness of Guerrilla Marketing Among the People in Chennai City - Dr. P. Aasish Nahar, A.B. Adithya - IJIRMPS Volume 5, Issue 5, September-October 2017. DOI 10.17605/OSF.IO/KTCSD

Share this