Straipsnis Partizaninio marketingo priemonių tyrimas

  1. Literatūra

    • Ay, Canan; Aylin Ünal, “New Marketing Approach for SMEs: Guerrilla Marketing,” Journal of Management and Economics, 2002, vol. 9, pp. 75‒85.
    • Ay, Canan; Pinar Aytekin, Sinan Nardali, “Guerrilla Marketing Communication Tools and Ethical Problems in Guerrilla Advertising,” American Journal of Economics and Business Administration, 2010, vol. 2, no. 3, pp. 280‒286.
    • Ali, Mohammad; Ravi Kumar Goriparthi, “Guerrilla Marketing – Reaching the Customer in an Untraditional Way,” Asia Pacific Journal of Marketing & Management Review, 2012, vol. 1, no. 3, pp. 144‒150.
    • Caliskan, Gokhan, “Incidence of Guerrilla Marketing Practice in Small and Medium Sized Turkish Exporters,” European Journal of Economics and Political Studies, 2012, vol. 1, pp. 23‒34.
    • Haig, Matt, Prekių ženklų nesėkmės: visa tiesa apie 100 didžiausių visų laikų ženklodaros klaidų, iš anglų kalbos vertė Rūta Meškauskaitė, Vilnius: Verslo žinios, 2009.
    • Himpe, Tom, Advertising Is Dead: Long Life Advertising!, London: Thames & Hudson, 2006.
    • Išoraitė, Margarita, “Guerrilla Marketing Strategy Realization Assumptions” / Lithuania Business and Management 2010 Selected Papers, 6th International Scientific Conference May 13–14, Vilnius, 2010, pp. 382‒389.
    • Kaden, Robert J., Guerrilla Marketing Research: Marketing Research Techniques That Can Help Any Business Make More Money, London and Philadelphia: Kogan Page, 2007.
    • Keršienė, Vitalija, Reklamos samprata ir etika: reklamos rengimas ir projektavimas kompiuterinėmis technologijomis, Vilnius: Atviros Lietuvos fondas, 2006.
    • Kotler, Philip, New Marketing Lessons, 1st ed., Cem Ofset, 2005.
    • Levinson, Jay Conrad, Guerrilla Advertising: Cost-Effective Techniques for Small-Business Success, 1st ed., Houghton Mifflin Company, USA, 1994.
    • Levinson, Jay Conrad, Guerrilla Creativity Make Your Messages Irresistible with the Powers of Memes, New York: Houghton Mifflin Company, 2001.
    • Levinson, Jay Conrad, Guerrilla Marketing, 3rd ed., Mariner Books, USA, 1998.
    • Levinson, Jay Conrad, Partizaninis marketingas: paprastos ir nebrangios strategijos, kaip mažoms įmonėms uždirbti didelį pelną, iš anglų kalbos vertė Vilma Kačerauskienė, Vilnius: Ad Astra Marketing, 2009.
    • Mughari, Ali Mokhtari, “Analysis of Guerrilla and Traditional Marketing Integration in Improving the Productivity of Organizational Marketing in Enterprises in Iran: A Case Study of Kaveh Industrial Estate in Iran,” African Journal of Business Management, 2011, vol. 5, no. 3, pp. 944‒948.
    • Nufer, Gerd, “Guerrilla Marketing – Innovative or Parasitic Marketing?,” Modern economy, 2013, vol. 4, no. 9A, pp. 1‒4.
    • Preimonas, P., Skaitmeninės reklamos technologijos, magistro baigiamasis darbas, Kaunas: Kauno technologijos universitetas, 2009.
    • Reyburn, Dave, “Ambient Advertising,” Marketing Health Services, 2010, vol. 30, no. 1, pp. 8‒11.
    • Ries, Al; Jack Trout, Marketing Generalstabsmäßig, HamburgNew York: McGraw-Hill, 1986.
    • Wanner, Megan, “More Than the Consumer Eye Can See: Guerrilla Advertising From an Agency Standpoint,” The Elon Journal of Undergraduate Research in Communications, 2011, vol. 2, no. 1, pp. 103–109.
     
  2. An Examination of Guerrilla Marketing Tools

    • Bibliographic Description: Margarita išoraitė, „Partizaninio marketingo priemonių tyrimas“, @eitis (lt), 2019, t. 1 302, ISSN 2424-421X.
    • Previous Edition: Margarita išoraitė, „Partizaninio marketingo priemonių tyrimas“, Socialinių mokslų studijos, 2013, t. 5, nr. 4, p. 1109–1123, ISSN 2029–2236.
    • Institutional Affiliation: Vilniaus kolegija.
    Summary: The article analyzes the theoretical aspects of guerrilla marketing, guerrilla marketing tools and respondent’s opinion about the efficiency of guerrilla marketing tools. Guerrilla marketing tactics are available to any small organization to compete with larger organizations. Small organizations are considered to be closer to clients and pro-active. Guerrilla marketing acts with less money, but requires more mental work. The main goal of guerrilla marketing is to attract the greatest attention of consumers at minimum cost. Brand strength plays particular attention. Guerrilla marketing strategy is based on fantasy, freedom and flexibility. The main guerrilla marketing (tools?) are energy and time. Guerrilla marketing is a marketing strategy, which uses an element of the marketing mix – promotion. Guerrilla marketing company shows the dynamics of creative ideas for unusual methods of places. Its purpose is to delight and inspire the client. Guerrilla marketing innovation and entrepreneurial spirit is most evident in the activities of business. Uniquely designed advertising support focuses not only on transmitting a message to the consumer, but also on ensuring that their message will remain in memory longer. It is important to increase efficiency. The survey results showed that the vast majority of respondents consider guerrilla marketing as public relations campaign, the most effective method to influence consumer’s behavior, sales promotion, non-traditional forms of advertising, competitive advantage, product/service awareness-raising, non-traditional forms of advertising, creative advertising, which requires a small budget. Effective guerrilla marketing forms are the Internet, social networks, advertising signs, free seminars and distributions of samples.

    Keywords: guerrilla marketing, viral marketing, marketing, guerrilla marketing tools.