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Guerilla Marketing
2011 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
Identifiers
URN: 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
Educational program
Business Administration, bachelor's level
Supervisors
Note
Validerat; 20110610 (anonymous)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

Open Access in DiVA

fulltext(730 kB)420 downloads
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ed1507a54330c74655275797d21da362bf9a9a8176f449fa7a887393d63b67288a8c7503746fc848ad3c7ad6ea6da3042063409d58b6bff5fb12dd955893ff24
Type fulltextMimetype application/pdf

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Hjalmarsson, JohnRosenstam Åhman, Ludvig

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf