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CUSTOMER PERCEPTION OF GUERILLA MARKETING

Antonija Milak ; University of Zagreb Faculty of Organization and Informatics, Varaždin, Croatia
Damir Dobrinić ; University of Zagreb Faculty of Organization and Informatics, Varaždin, Croatia

Puni tekst: engleski, pdf (279 KB) str. 18-24 preuzimanja: 472* citiraj
APA 6th Edition
Milak, A. i Dobrinić, D. (2017). CUSTOMER PERCEPTION OF GUERILLA MARKETING. International journal of multidisciplinarity in business and science, 3 (4), 18-24. Preuzeto s https://hrcak.srce.hr/205678
MLA 8th Edition
Milak, Antonija i Damir Dobrinić. "CUSTOMER PERCEPTION OF GUERILLA MARKETING." International journal of multidisciplinarity in business and science, vol. 3, br. 4, 2017, str. 18-24. https://hrcak.srce.hr/205678. Citirano 17.02.2020.
Chicago 17th Edition
Milak, Antonija i Damir Dobrinić. "CUSTOMER PERCEPTION OF GUERILLA MARKETING." International journal of multidisciplinarity in business and science 3, br. 4 (2017): 18-24. https://hrcak.srce.hr/205678
Harvard
Milak, A., i Dobrinić, D. (2017). 'CUSTOMER PERCEPTION OF GUERILLA MARKETING', International journal of multidisciplinarity in business and science, 3(4), str. 18-24. Preuzeto s: https://hrcak.srce.hr/205678 (Datum pristupa: 17.02.2020.)
Vancouver
Milak A, Dobrinić D. CUSTOMER PERCEPTION OF GUERILLA MARKETING. International journal of multidisciplinarity in business and science [Internet]. 2017 [pristupljeno 17.02.2020.];3(4):18-24. Dostupno na: https://hrcak.srce.hr/205678
IEEE
A. Milak i D. Dobrinić, "CUSTOMER PERCEPTION OF GUERILLA MARKETING", International journal of multidisciplinarity in business and science, vol.3, br. 4, str. 18-24, 2017. [Online]. Dostupno na: https://hrcak.srce.hr/205678. [Citirano: 17.02.2020.]

Sažetak
Marketing represents the company’s activities which they carried out in order to attract new and retain existing customers. Today, companies apply aggressive advertising messages in order to get the attention of customers, but the customers are so “bombed” with a lot of advertising messages that they just ignore them. For big companies, it is easier
to reach out to customers because they have large budgets, so they can use various ways of advertising while small companies can’t because they have low budgets. In order to highlight their product or services in the market, they use a new type of marketing developed for small companies called guerilla marketing. Guerrilla marketing is a relatively new type of marketing that seeks to achieve maximum effect with minimal investments. It applies unconventional methods of advertising which aims to attract the attention of customers and it is designed for small companies so they could compete with large companies on the market. However, over time, large companies began to use it because they realized the benefits of guerilla marketing. Due to the presence of the economic crisis in Croatia, guerrilla marketing could help craft, micro and small businesses to prominent among the big companies that have large marketing budgets. In order to prominent among the big companies, they should be acquainted with the guerilla marketing. herefore, aim of this paper is research and analyzes the perception of guerilla marketing by consumers and businesses in the Croatian market, specifically in Varazdin County. We hope that result of our research will help to better understanding and further development of guerilla marketing.

Ključne riječi
guerrilla marketing; businesses; consumers; advertising

Hrčak ID: 205678

URI
https://hrcak.srce.hr/205678

Posjeta: 582 *