Guerrilla Marketing Effects on Consumer Purchase Intention of Gen Y - Kathireshan, Powrani;Kennedy, Florence Bharathy
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Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. The original term was coined by Jay Conrad Levinson in his 1984 book 'Guerrilla Advertising'. Street marketing is a subset of guerrilla marketing. Like guerrilla marketing, street marketing has the characteristic of being unconventional.[25] However, it is limited to the streets or public places. Other forms of guerrilla marketing use other media and processes, such as the Internet, to establish communication with the customers.

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Produktbeschreibung
Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. The original term was coined by Jay Conrad Levinson in his 1984 book 'Guerrilla Advertising'. Street marketing is a subset of guerrilla marketing. Like guerrilla marketing, street marketing has the characteristic of being unconventional.[25] However, it is limited to the streets or public places. Other forms of guerrilla marketing use other media and processes, such as the Internet, to establish communication with the customers.
Autorenporträt
Powrani Kathireshan (BBA) ist Assistenzdozentin in der Abteilung für Management, Fakultät für Handel und Management, Eastern University, Sri Lanka, und Florence Bharathy Kennedy (MBA, BBA) ist Senior Dozentin in der Abteilung für Management, Fakultät für Handel und Management, Eastern University, Sri Lanka. Sie hat zahlreiche Forschungsarbeiten veröffentlicht.