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PBME Volume IV ISBN: 978-81-951151-2-9

THE GUERRILLA MARKETING TECHNIQUE

Author(s): LIYA XAVIER & VIMALA LUCY JAYAN

Abstract

The act of selling and promoting products and services combined with advertisements and research is termed as marketing. The primary objective of every marketing effort is to attract new customers and retain the old ones. So, several techniques and strategies have been tried and tested in this field. Guerilla marketing is one among those techniques. Guerilla marketing is a strategy used by companies to promote products and services which include an element of surprise. Many marketers now feel that traditional marketing methods like print ads, billboards are no longer effective. So, this study aims at studying the effectiveness and awareness of guerilla marketing. This study also evaluates the effectiveness of traditional marketing methods over modern strategies. The primary purpose of this paper is to stimulate further discussion among businesses and to be used in dialogue with stakeholders.

Keywords: Marketing, Guerilla marketing, Consumer perception

JEL Classification: D40, D44, L00

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