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- W3178951937 abstract "Guerrilla marketing is the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact – in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. Digital marketing tools such as social media provide new ways and promising opportunities for innovative guerrilla marketing. This article provides an overview of innovative digital guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples as well as developmental trends." @default.
- W3178951937 created "2021-07-19" @default.
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- W3178951937 date "2021-01-01" @default.
- W3178951937 modified "2023-09-25" @default.
- W3178951937 title "Innovative Digital Guerrilla Marketing" @default.
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- W3178951937 doi "https://doi.org/10.18178/ijimt.2021.12.3.907" @default.
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