Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Guerilla marketing has become a known form of marketing today. The concept of using small resources and still gain a lot of attention from potential customers is highly appreciated among companies. This thesis aims to describe the process of a guerilla marketing campaign with a focus on the implementation part of the process. In order to collect data we first conducted a focus group where we got suggestions about companies that may implement guerilla marketing. We then made a qualitative case study where we interviewed the marketing manager for Lulespexet. In our study we have found out that some parts of guerilla marketing exists in a lot of marketing campaigns even though companies may not always know that it is guerilla marketing that they are using. The guerilla marketing process does not differ from the usual marketing process but among other things it contains more creativity and in general a smaller budget.
Place, publisher, year, edition, pages
2011. , 32 p.
Social Behaviour Law
Samhälls-, beteendevetenskap, juridik
IdentifiersURN: urn:nbn:se:ltu:diva-51829Local ID: 90300b14-a622-470f-bbc9-347e01017f9fOAI: oai:DiVA.org:ltu-51829DiVA: diva2:1025193
Subject / course
Student thesis, at least 15 credits
Business Administration, bachelor's level
Validerat; 20110610 (anonymous)2016-10-042016-10-04Bibliographically approved