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Guerrilla Marketing

Glossary Item Guerrilla Marketing

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DEFINITION:
Categories: Marketing

Guerrilla Marketing

Guerrilla Marketing  is an unconventional approach originally practiced by small business to create targeted customer awareness in markets where the mainstream media is cluttered.

Such approach is increasingly being used by large business to achieve instant impact (Kotler, 2016).

REFERENCES:

  • Kotler, P., Keller, M., Goodman, T. and Hansen, T. (2016) Marketing Management. 3rd edition. pp.889

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