Prethodno priopćenje

Guerrilla Marketing in Small Enterprises Business Activities

Marina Gregorić orcid.org/0000-0003-0741-2908 ; Visoka škola za ekonomiju, poduzetništvo i upravljanje Nikola Šubić Zrinski, Zagreb, Hrvatska
Vesna Marić orcid.org/0000-0002-4996-982X ; Visoka škola za ekonomiju, poduzetništvo i upravljanje Nikola Šubić Zrinski, Zagreb, Hrvatska

Sažetak

Guerrilla marketing is a marketing concept which uses good ideas and different advertising methods instead of a big budget. Guerrilla marketing uses traditional means of advertising in an unusual manner, thus achieving the effect of surprise and distinctiveness. With guerrilla marketing, it is possible to gain big results in a small enterprise. Research goals were to indicate various possibilities and benefits of guerrilla marketing strategy implementation in small enterprises business activities.
The research applies quantitative and qualitative methods and primary and secondary information sources. Primary research is conducted by a quantitative method, by means of a questionnaire on a sample of 50 small enterprises, and by a qualitative method by means of an interview on a sample of 15 respondents, owners or managing directors of enterprises. Research results have confirmed that the application of guerrilla marketing in small enterprises increases the number of buyers, which further enables greater income and profitable business activity. Small enterprises use guerrilla marketing methods and are successful in it, but there is still space for improvement and wider use of guerrilla marketing methods and tools application.

Ključne riječi

guerrilla marketing; small enterprises; low costs; advertisement

Hrčak ID:

191707

URI

https://hrcak.srce.hr/191707

Datum izdavanja:

29.12.2017.

Podaci na drugim jezicima: hrvatski

Posjeta: 2.946 *