master's thesis
GUERRILLA MARKETING

Marijeta Čuni Kovačić (2016)
Sveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Katedra za marketing
Metadata
TitleGerila marketing
AuthorMarijeta Čuni Kovačić
Mentor(s)Mane Medić (thesis advisor)
Abstract
Gerilski marketing je strategija oglašavanja, nekonvencionalan način pomoću kojih tvrtke mogu učinkovito bez većih troškova predstavljati novi proizvod ili uslugu. Gerila marketing izaziva veliki interes potencijalnih kupaca jer predstavlja nešto novo i neuobičajeno. Primjenjuju ga mala i srednja poduzeća koja su ograničena financijskim sredstvima, a gerilski marketing im pruža jednostavnost i sigurnost u poslovnom svijetu današnjice. Cilj gerila marketinga je, prije svega, šokirati i iznenaditi potencijalnog potrošača, ali i potaknuti osjećaje kod ciljane grupe potrošača. Temelji se na taktikama, inovativnim marketinškim alatima i strategijama oblikovanima za potrebe poticanja brže reakcije ciljane publike. Cilj ovog diplomskog rada je analiziranje mogućnosti primjene gerilskog marketinga u poslovanju poduzeća.
Keywordsguerrilla marketing marketing enterprise product service consumers/buyers
Parallel title (English)GUERRILLA MARKETING
Committee MembersMane Medić (committee chairperson)
Jerko Glavaš (committee member)
Domagoj Karačić (committee member)
GranterSveučilište Josipa Jurja Strossmayera u Osijeku
Ekonomski fakultet u Osijeku
Lower level organizational unitsKatedra za marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2016-09-30
Parallel abstract (English)
Guerrilla marketing is an advertisement strategy which represents an unconventional way for businesses to promote a new product or service effectively and on low budget. Since it represents something new and peculiar, guerrilla marketing sparks potential buyers' interest. Small and medium-sized enterprises tend to practise guerrilla marketing due to its simplicity and sense of security in the business world of today. The main goal of guerrilla marketing is to shock and surprise the potential buyer, but also to arouse emotions within the target market. It is based on tactics, innovative marketing tools and strategies designed to provoke a quick reaction of the target market. The objective of this thesis is to analyse the possibilities of applicability of guerrilla marketing in business.
Parallel keywords (Croatian)gerila marketing marketing poduzeće proizvod usluga potrošači/kupci
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:608588
CommitterGordana Kradijan