Ways of Using Guerrilla Marketing in SMEs

Navrátilová, Ludmila; Milichovský, František

doi:10.1016/j.sbspro.2015.01.1200

Cited by 7 publications

(3 citation statements)

References 18 publications

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“…Even so, small businesses may fail to adopt social media marketing communication due to limited resources and lack of technological understanding—with severe consequences (Dahnil et al, 2014). Due to SME budgetary constraints, use of guerilla marketing communication and low-cost campaigns can be attractive options for promoting small businesses (Ay et al, 2010; McNaughton, 2008; Navrátilová and Milichovský, 2015).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Going undercover: Online domestic tourism marketing communication in closed and open Facebook groups

Roth‐Cohen

Lahav

2018

Journal of Vacation Marketing

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Due to the importance of social media for domestic tourism consumers, small-medium enterprises (SMEs) include online marketing using Facebook in their strategic communication efforts. Using unique tactics to embed unidentified messages, they exploit open and closed Facebook groups under the disguise of organic users. This study evaluates the entrance of small domestic tourism business owners into Israeli Facebook groups, analyzing their consumer engagement tactics using virtual ethnography (netnography) as a research method. Netnography is a qualitative approach to data collection in virtual communities. In this research, the procedure was multistep: observation, qualitative data collection of closed and open tourism Facebook groups, and analysis and presentation of results as well as their implications. Key findings indicate that SME marketing efforts mimic organic user activities, exploiting virtual characteristics on Facebook groups (e.g. a sense of community, belonging, and trust). Another notable phenomenon is the undisclosed marketing communication tool kit employed to transmit message. It includes tactics such as separation of private and business profiles, exploitation of family relations, and repeat recommendations. This research adds to the understanding of online tourism marketing in virtual communities by analyzing the messaging optimization tool kit for targeting Facebook-using audiences.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Going undercover: Online domestic tourism marketing communication in closed and open Facebook groups

Roth‐Cohen

Lahav

2018

Journal of Vacation Marketing

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“…These strategies are characterized by creativity and ingenuity, and they are designed to minimize the use of financial resources (Gutierrez, Diaz, & Gutierrez-Salcedo, 2019). The main goal of guerrilla campaigns is to increase customer awareness and interest about the product and brand (Navratilova & Milichovsky, 2015). Guerrilla marketing activities tend to be eye-catching and surprising when used, thus, being highly efficient in terms of gaining customer attention (Baltes & Leibing, 2007).…”

Section: Theoretical Conceptualizations On Guerrilla Marketingmentioning

confidence: 99%

Research for Rural Development 2021 : annual 27th International scientific conference proceedings

2021

Research for Rural Development

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Within the frame of the Nordic/Baltic public-private partnership 'PPP for pre-breeding in perennial ryegrass' various activities were performed, including assessment of L. perenne (Lp) genotypes under agro-ecological conditions of Latvia. This article summarizes the data obtained in two harvest years for 19 intermediate tetraploid (4x) Lp genotypes. In order to compare the results obtained in ryegrass with performance of grass interspecies hybrids (Fl), which become especially relevant in the recent years, two varieties, developed in Latvia -Lolium × boucheanum Kunth. 'Saikava' and × Festulolium 'Vizule' were included in the experiment. Various scores were performed, including evaluation of regrowth, intensity of culm development, sward cover, crown rust (Puccinia coronata) susceptibility, etc. The dry matter yield (DMY) and fodder quality were also determined. It can be concluded that the genotypes showed relatively good results in the first two harvest years. Wintering conditions were favourable. Despite the intensified drought and heat in the 1 st ley year, relatively high DMY, which ranged from 9.30 to 12.15 t ha -1 , for Lp were harvested in three cuts. In the 2 nd ley year, under more favourable humidity conditions, Lp in four cuts provided similar DMY, which ranged from 8.81 to 11.50 t ha -1 . If we compare the average DMY of Lp and Fl genotypes, it can be concluded that in the first two harvest years no significant differences were found, the average DMY was 10.30 and 10.64 t ha -1 , respectively. No significant differences were found between Lp and Fl in terms of forage quality.

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“…On the other hand, Small and Medium Enterprises (SMEs) are the most popular group of companies in the national economy (Kanibir et al, 2014). The company must be effective in every activity especially in marketing which has become fundamental to success in the market and create a competitive advantage (Navrátilová & Milichovský, 2015).…”

Section: Introductionmentioning

confidence: 99%

Islamic Marketing Management for SMEs

Arif

Siradjuddin

2021

ISS

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Background: Small and Medium Enterprises (SMEs) are the most popular group of companies in the national economy (Kanibir, Saydan and Nart, 2014). The company must be effective in every activity especially in marketing which has become fundamental to success in the market and create a competitive advantage. Aim: The purpose of this article is to reveal the stages of the task of a marketing manager/small and micro sharia businessman in carrying out marketing activities that can help achieve organizational goals. Method: The researchers deployed qualitative approach by reviewing relevant articles. Findings: The Elements of the Marketing Mix are products, prices, places, promotion, people, physical evidence, and process. Thus the task of marketing managers / small business entrepreneurs and micro-sharia is to choose and carry out marketing activities that can help achieve organizational goals.

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Ways of Using Guerrilla Marketing in SMEs

Cited by 7 publications

References 18 publications

Going undercover: Online domestic tourism marketing communication in closed and open Facebook groups

Going undercover: Online domestic tourism marketing communication in closed and open Facebook groups

Research for Rural Development 2021 : annual 27th International scientific conference proceedings

Islamic Marketing Management for SMEs

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