35 Gajraj Singh - Guerrilla Marketing

8/11/2019 35 Gajraj Singh - Guerrilla Marketing

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Guerrilla Marketing

CONTEMPORARY ISSUE ON SEMINAR

A STUDY ON

Guerrilla Marketing

Reaching the Cust!er in an Untra"itinal #a$

Session: 200911

Presente" at

M.B.A. degree program

Session: 2011-2013

Presente" at

Submitted By: - Submitted To:-Chetna Sharma FMS, MA!TMBA Sem" #A$%&

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Guerrilla Marketing

Acknowledgement

The beatitude, bliss and euphoria that accompany successful completion of

any task would not be complete without the expression of appreciation of

simple irtues to the people who made it possible. !o, with reerence,

eneration honor " acknowledge all those whose guidance and

encouragement has made successful in winding up this.

" take this opportunity to thank Mrs. Anubha #ulsherstha for his support

and encouragement which helped me in the completion of this report.

" extend my gratitude and thankfulness to other $aculty of Maharshi Arind

"nst. %f &ngg. ' Technology. (ast but not the least ")m also grateful to my

parents for proiding me the continuous support to motiate me to

successfully complete my report.

'ate: Submitted By:Chetna Sharma

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Guerrilla Marketing

Preface

The underlying aim of the seminar on contemporary issue as an integral part

of M.B.A programme is to gie presentation by the students on the issue.

The topic of my seminar is %Guerrilla Marketing Reaching the cust!er

in an untra"itinal &a$' andcontains introduction of Guerrilla marketing,

principles and history of Guerrilla Marketing, types of Guerrilla marketing,

My report has also contains the phenomena of Guerrilla Marketing, ' its

future prospectie.

+&T-A !AMA

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Guerrilla Marketing

Executive Summary

My topic contains the arious issues in Guerrilla marketing related toarious key players of adertising . "t includes the introduction of Guerrilla

marketing. "t as an unconentional system ofpromotionsthat relies on time,energy and imagination rather than a big marketingbudget. "t is intended toget maximum results from minimal resources. 0eople get borred with thetraditional promotions tool so pay less attention to them.

"n 123, one could reach 456 of a mainstream target audience with three T7adertisement spots. By *55*, 1*8 spots were re9uired to achiee the samereach :Bianco, *55;< and in *55. *2* spots were re9uired to achiee thesame reach. "t is useful for small business as it re9uired low budget but now

big business houses are also using it.

"t is has proen its ersatility as a social medium and money=makingadertising tool.

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http://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Promotion_(marketing)


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Guerrilla Marketing

Ta(le ) Cntents

S*N* Particulars Page

N*1 +ackgrun" 1

* Guerrilla !arketing an Intr"uctin /

/ Princi,les ) Guerrilla !arketing ;

; The -istr$ ) Guerrilla !arketing 3

3 Ma.r cr,ratins g )r Guerrilla !arketing 8

2 Guerrilla !arketing /0s 1iral !arketing 11

8 Marketing )r Scial cause 1/

4 Di))erent t$,es ) Guerrilla !arketing 13

Phen!ena ) Guerrilla !arketing 14

15 A"/antages ) Guerrilla !arketing *4

11 Disa"/antages ) Guerrilla !arketing *

1* En" "iscussin /1

1/ Cnclusin //

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+ackgrun"

>hen you are walking to school or driing for work you meet numerous ofdifferent posters and billboards along the way. Marketing and adertising is all around usand one is under constant influence by different kind of messages. "n 123, one couldreach 456 of a mainstream target audience with three T7 adertisement spots. By *55*,1*8 spots were re9uired to achiee the same reach :Bianco, *55;< and in *55. *2* spotswere re9uired to achiee the same reach. Although, the interesting part is how muchattention do commercials and adertisements receie from the potential consumer? Themainstream marketing approaches, such as T7 commercials and print adertisements are

getting old and these traditional methods are inefficient without support from moreunconentional methods. Griffin :*55*< argues that people are getting tired of the sameold messages and there is a need for innoation in order to reach new grounds. Thecustomer is easily bored with unadenturous way of marketing :Griffin, *55*


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The use of the unconentional marketing approaches was something thatpreiously associated with small business firms due to their limited budget they had tofind new ways. -owadays, when the competition is harsh, the trend goes towards thatlarge adertisers also hae adopted the approach. !ince the positie aspects are moreisible and the need for finding new ways of reaching the customer has increased :Belch

' Belch, *55;


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Guerrilla Marketing

GUERRI22A MAR3ETING4AN

INTRODUCTION

The concept of Guerrilla marketing was inented as an unconentional system ofpromotions that relies on time, energy and imagination rather than a big marketingbudget. Typically, Guerrilla marketing campaigns are unexpected and unconentionalpotentially interactie

D1Eand consumersare targeted in unexpected places.D*EThe obFectie of Guerrilla marketing is to create a uni9ue, engaging and thought=prooking concept to generatebu@@,and conse9uently turn iral.

The term was coined and defined by ay +onrad (einsonin his book GuerrillaMarketing. The term has since entered the popular ocabulary and marketing textbooks.Guerrilla marketing inoles unusual approaches such as intercept encounters in publicplaces, street gie a ways of products, 0stunts, any unconentional marketing intendedto get maximum results from minimal resources. More innoatie approaches to Guerrillamarketing now utili@e cutting edge mobiledigital technologies to really engage theconsumer and create a memorablebrand experience.

(einsonHs books include hundreds of IGuerrilla marketing weaponsI, but theyalso encourage Guerrilla marketers to be creatie and deise their own unconentionalmethods of promotion. Guerrilla marketers use all of their contacts, both professional andpersonal, and examine their company and its products,looking for sources ofpublicity.Many forms of publicity can be ery inexpensie, while others are free.

(einson says that when implementing Guerrilla marketing tactics, small si@e isactually an adantage instead of a disadantage. !mall organi@ations and entrepreneursare able to obtain publicity more easily than large companies as they are closer to theircustomers and considerably more agile.

Jet ultimately, according to (einson, the Guerrilla marketer must Idelier thegoodsI. "n The Guerrilla Marketing andbook, he statesK I"n order to sell a product or a

serice, a company must establish a relationship with the customer. "t must build trust andsupport. "t must understand the customerHs needs, and it must proide a product thatdeliers the promised benefits.I

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http://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Budgethttp://en.wikipedia.org/wiki/Interactivehttp://en.wikipedia.org/wiki/Guerrilla_marketing#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Consumershttp://en.wikipedia.org/wiki/Guerrilla_marketing#cite_note-1%23cite_note-1http://en.wikipedia.org/wiki/Marketing_buzzhttp://en.wikipedia.org/wiki/Marketing_buzzhttp://en.wikipedia.org/wiki/Marketing_buzzhttp://en.wikipedia.org/wiki/Viral_marketinghttp://en.wikipedia.org/wiki/Viral_marketinghttp://en.wikipedia.org/wiki/Jay_Conrad_Levinsonhttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Mobilehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Entrepreneurshttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Budgethttp://en.wikipedia.org/wiki/Interactivehttp://en.wikipedia.org/wiki/Guerrilla_marketing#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Consumershttp://en.wikipedia.org/wiki/Guerrilla_marketing#cite_note-1%23cite_note-1http://en.wikipedia.org/wiki/Marketing_buzzhttp://en.wikipedia.org/wiki/Viral_marketinghttp://en.wikipedia.org/wiki/Jay_Conrad_Levinsonhttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Mobilehttp://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Entrepreneurs


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Princi,les ) Guerrilla !arketing

(einson identifies the following principles as the foundation of GuerrillamarketingK

L Guerrilla Marketing is specifically geared for the small businessandentrepreneur.

L "t should be based on human psychology rather than experience, Fudgment, andguesswork.

L "nstead of money, the primary inestments of marketing should be time, energy, andimagination.

L The primary statistic to measure your business is the amount ofprofits,notsales.

L The marketer should also concentrate on how many new relationships are made eachmonth.

L +reate a standard of excellence with an acute focus instead of trying to diersify byoffering too many dierse products and serices.

L "nstead of concentrating on getting new customers, aim for more referrals, moretransactions with existing customers, and larger transactions.

L $orget about the competition and concentrate more on cooperating with otherbusinesses.

L Guerrilla Marketers should use a combination of marketing methods for a campaign.

L se current technology as a tool to build your business.

L Messages are aimed at indiiduals or small groups, the smaller the better.
http://en.wikipedia.org/wiki/Small_businesshttp://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/Human_psychologyhttp://en.wikipedia.org/wiki/Human_psychologyhttp://en.wikipedia.org/wiki/Profitshttp://en.wikipedia.org/wiki/Profitshttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Referralhttp://en.wikipedia.org/wiki/Financial_transactionhttp://en.wikipedia.org/wiki/Small_businesshttp://en.wikipedia.org/wiki/Entrepreneurhttp://en.wikipedia.org/wiki/Human_psychologyhttp://en.wikipedia.org/wiki/Profitshttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Referralhttp://en.wikipedia.org/wiki/Financial_transaction


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L $ocuses on gaining the consent of the indiidual to send them more information ratherthan trying to make the sale.

The -istr$ ) Guerrilla Marketing

&eryone loes a story about the little guy who takes on thebigger, more heaily armed opponent and wins. >hen the little guy uses unconentionaltactics and surprises the opponent, it)s called Guerrilla warfare. >hen some starry=eyed

startup shocks the world with an underground marketing campaign that costs nothing butcauses shockwaes for months, it)s called Guerrilla marketing.

>e hear the term NGuerrilla marketingO eerywhere these days. "t)s used to describe allsorts of marketing campaigns, from some scantily clad bottoms bearing the name of abusinessto the ill=fated +artoon -etwork (ite=Brite stunt in Boston.

This iconic and often controersial form of adertising didn)t come into popularexistence until the late 185s. Before that time, adertising was mostly about big budgets,big exposure, and catchy Fingles. Adertisers were all about the profits and bringing in

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http://www.ass-vertise.com/photos/hrcpix.htmlhttp://www.ass-vertise.com/photos/hrcpix.htmlhttp://weburbanist.com/2008/05/06/5-great-examples-of-guerilla-marketing-gone-wrong-from-olympic-fumbles-to-bomb-scares/http://www.ass-vertise.com/photos/hrcpix.htmlhttp://www.ass-vertise.com/photos/hrcpix.htmlhttp://weburbanist.com/2008/05/06/5-great-examples-of-guerilla-marketing-gone-wrong-from-olympic-fumbles-to-bomb-scares/


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new customers by the truckload. ust like arren on Bewitched, the ad men of the firsthalf of the *5th century gae themseles ulcers worrying about how to make thatThompson)s Toothpaste or !mith)s !ocks campaign one that they could retire on.

$rom the beginning of the *5th century until the 1;5s or 35s, the main goal ofadertisements seemed to be to educate the target audience rather than entertain or

engage them. Ads centered on telling the consumer something that they didn)t knowbefore. $rom posters on public fences to newspaper ads to radio and, later, teleisionspots, adertisers assumed that the consumer needed to be taught. This resulted inhilarious :and dangerous< campaigns like the Nsmoking will make you thinO one, or theinfamous (ysol douche ads.

%er time, though, adertisers noticed that their adertising techni9ues weregetting less effectie. +onsumers could spot a pitch and were too Faded to fall foradertising the way they had a generation before. By the 185s, the adertising worldwas ready for a reolution.

That reolution came in 14; when ay +onrad (einson)s ideas for bigadertising results with little inestment hit the book stores. Guerrilla Marketinglaid out

the secrets of subtle marketing that professional ad men had already known for years.>hen the book was published, not een (einson could hae predicted how smallbusinesses would take the concepts and run with them.

The attraction of Guerrilla marketing is that it)s not educational or preachy. "tmakes the iewer think that they)re in on a secret. The more creatie and Farring acampaign is, the more attention it gets. !ome of the most memorable Guerrilla marketingeents hae made bystanders feel lucky to be there to witness them.

The goals of Guerrilla marketing are relatiely simpleK use unconentional tacticsto adertise on a small budget. $orget about T7 and radio ads C think outside of thoseboxes. +reate a trape@oid instead of a box. Make your campaign so shocking, funny,uni9ue, outrageous, cleer, or creatie that people can)t stop talking about it. Back upyour claims and make sure that whateer you)re adertising is worth all of that bu@@.

(einson)s ideas had been used for years to help underdog businesses an9uishtheir larger competitors. The Marlboro Man, 0illsbury ough Boy, and olly GreenGiantcan all be credited to teams including that rebel marketer who took their respectiecompanies from relatie obscurity to adertisement immortality.

The ideas that small business owners got from this book completely changed theway the adertising game was played. $or the first time, small businesses were able togarner as much attention as the big players. By being 9uirky, personal, or Fust completelyunexpected, the new generation of adertisements was taking the country C and the worldC by storm.

Be sure to stayed tuned for the next installment in our series on the history ofGuerrilla marketing. >hich of your faorite brands hae used Guerrilla tactics to sell yousomething?

. "t)s 148. The scene at the club is hectic. The lights areflashing, the music is thumping, and the hair is big and teased. The dance floor is a sea ofacid wash Feans and Adidas mingling with huge plastic earrings and punky lace layers.!uddenly a gorgeous woman sidles up to the bar next to you and purrs NBuy me a drink?O!ince it)s the 45s and you)re up for anything, you happily agree. "t)s a little weird whenthe woman insists on a ery specific brand of odkaPand then goes on and on about why

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she loes that particular brand of odka. Before you know it, she slips back into thecrowd and you)re left alone at the bar, unfulfilled and a little confused but with a strangeyen for the lady)s brand of odka.ude, you)e been Guerrilla=d.

The Nbuy me a drinkO club girls of the 145s were one of the earliest examples of

Guerrilla marketingin action. The tactic proed to be so effectie that it)s still in usetoday. "f you)re lucky enough to be in a targeted hotspot when a new li9uor or energydrink comes out, you)re likely to see these Guerrillas in the wild.

Around the same time as the Nbuy me a drinkO girls, a struggling shoe companywas desperate for an image oerhaul. At one time, Adidas was on top of the world. Theywere popular with %lympic athletes who were all too happy to sing their praises. Butafter a series of management changes and a whole lot of upheaal, the company was introuble.

"n the mid 145s, a $rench businessman named Bernard Tapie took oer thecompany. e knew he had to do something drastic to get the shoe brand back on top. isanswer? Gie pairs of Adidas away to up=and=coming rappers in -ew Jork.

Tapie was no doubt called insane :and worse< for making that moe. >hat did rappershae to do with shoes, anyway?As it turned out, one rap group brought Adidas back from the brink of extinction.

"n 142, un M+ put out a single called NMy Adidas.O 0ractically oernight, Adidasshoes were on the feet of eery hip young thing and wannabe from -J+ to (A.

By today)s Guerrilla marketing standards, the Adidas method probably wouldn)twork. >ith the tons of free products being sent to celebrities eery day, the shoes wouldlikely be lost in the shuffle and the business=saing phenomenon would neer happen.Because Guerrilla marketing tactics become ineffectie once the method is well=known,marketers hae to keep moing and changing, bobbing and weaing, aoiding detectionand bla@ing new trails. Their business depends on stealth and the element of surprise.

!ince these early examples of Guerrilla marketing, the personal approach to g=marketing tactics has spread to almost eery industry. The most effectie sales pitchesaren)t made by an actor playing a role in a T7 commercial. They)re made by the cuteyoung couple who ask you to take their picture and hand you their brand new cameraphone to do itPthe spend 15 minutes telling you how much they loe it and why. They)remade by the hot guy walking around the bar with the bright green drink and happilyexplaining what)s in it to anyone who looks interested.

This type of personal, one=on=one marketing has done wondersfor a lot of smalland struggling businesses. But what happens when an already=successful large businesstakes on a Guerrilla approach? oes throwing money into a g=marketing campaign makeit more or less effectie? Be sure to tune in for the next installment in this six=part serieson Guerrilla marketing.

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Ma.r Cr,ratins G 5r Guerrilla Marketing

The heart and soul of Guerrilla marketing, according to .+. (einson, is itssparseness of budget and abundance of creatiity. !ince Guerrilla marketing has enteredthe mainstream, howeer, the term has been applied to Fust about any type of adertisingthat attracts attention in an unconentional manner.

>hen a small business uses a Guerrilla marketing campaign to create a bu@@, it)son a shoestring budget and it has to make a huge isual impact. But what about when awell=established company decides to embark on a campaign using Guerrilla tactics? Theirbudgets are massie, their names are already well=known, and there)s no re9uirement tomake a good first impression.

"n a way, big=budget Guerrilla marketingisn)t really Guerrilla marketing at all."nfact, Guerrilla adertising can be extremely risky for a well=known business. "f themessage isn)t cleer enough to catch our interest and hold it, the attempt can look pitiful."n the worst case scenario, an established business trying to tap in to the modern method

of Guerrilla marketing can come off looking like a retiree wearing a mohawk and +huckTaylorsK it Fust isn)t right.

"s it possible for a large business to launch an edgy and modern campaign usingGuerrilla tactics to attract attention without alienating its established customer base?

That depends on a lot of factors, as it turns out. espite billions of dollars spenton research eery year, adertising isn)t an exact science. >hen Microsoft unleashedthousands of butterfly stickerson Manhattan in *55*, they no doubt thought that themessage deliery was edgy and modern. The campaign was mostly met with disgustedgroans from -ew JorkersPand city officials were most definitely not amused. Microsoft

was ordered to clean up the butterflies and issued with a Q35 fine :although under citygraffiti laws they could hae been charged Q35 for each sticker


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And in !an $rancisco, !ony)s *553 Guerrilla campaign for the 0!0 was met withundisguised hostility. The electronics giant commissioned street artists to :legally< spraypaint images of young gamers haing fun with the 0!0. esidents responded by paintingoer the ads and adding their own witty commentary, such as NAdertising irected atJour +ounter +ulture.O %ther cities were slightly more receptie to the ads, but by the

end of the campaign it seemed that most of the paintings had been defaced oweer,some large companies hae had huge success with their Guerrilla m arketing campaigns.0 uneiled an ama@ing campaign in Malaysia in May of *554 that had people literallystopping in their tracks. (ife=si@e cardboard cutouts were placed in public areas with bitsof paper protruding from them, making it look like the background was nothing morethan a life=like picture printed on 0)s paper C paper through which someone had Fustwalked.

The more subtle the Guerrilla campaign is for a larger company, the better.+onsumers seem more impressed with a low=key campaign that doesn)t relentlesslypound the senses than a high=profile or high=concept attempt. -issan unleashed a

relatiely 9uiet but effectie campaign to promote the cars) new keyless push=buttonignition system in which *5,555 sets of keys were NlostO in targeted cities. The keys cameattached to a tag that directed finders to keep the keys since the push=button ignitionmade them useless. The message was simple, but effectie. "t created a bu@@ that haslasted well past the expiration of the promotion.

%erall, it seems that the arena of Guerrilla adertising can be shared by the bigguys and the start=ups. The success of a campaign depends on a ery precise blend oftiming, method, message, and a healthy dose of luck, no matter what type of company isdoing the adertising. The campaign is likely to be well=receied if it doesn)timmediately look like an adertisement :especially an adertisement in disguise< or if it)s

so cleer or inentie that we can forgie the company for trying to commit that cardinalsin of selling us something.

+ig +a6aar's Guerrilla Marketing 77

Apparently its part of Big Ba@aar)s :owned by +i$ani's 5uture Gru,< newGuerrillaMarketing !trategyaccording to agencyfa9s.com!urely one must hae heard about theguerrilla warfare strategies during one of those (ring histr$ sessins in school:generally its boringRRah lah, enter the future and in the

world of cut throat competition, corporates use extension of the sa!e strateg$ in!arketingPhmmmm neer imagined this while we were in our shorts RR +orporates likecoke, pepsi, etc hae been using the same for 9uite some time now and the latest entrantis our ery own S5uture Gru,)= +ig +a6aar8 Pantalns8 5uture +a6aar8 e9ne areall part of this group and they are taking on the biggies like !hoppers !top, (ifestyle, andTata)s >estside.

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http://www.wired.com/culture/lifestyle/news/2005/12/69741http://www.wired.com/culture/lifestyle/news/2005/12/69741http://en.wikipedia.org/wiki/Big_Bazaarhttp://en.wikipedia.org/wiki/Guerrilla_marketing_warfare_strategieshttp://en.wikipedia.org/wiki/Guerrilla_marketing_warfare_strategieshttp://en.wikipedia.org/wiki/Guerrilla_marketing_warfare_strategieshttp://www.agencyfaqs.com/news/stories/2007/04/26/17667.htmlhttp://www.wired.com/culture/lifestyle/news/2005/12/69741http://www.wired.com/culture/lifestyle/news/2005/12/69741http://en.wikipedia.org/wiki/Big_Bazaarhttp://en.wikipedia.org/wiki/Guerrilla_marketing_warfare_strategieshttp://en.wikipedia.org/wiki/Guerrilla_marketing_warfare_strategieshttp://www.agencyfaqs.com/news/stories/2007/04/26/17667.html


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>ith retail market in "ndia especially in metros where standard of liing and "is,sa(leinc!e is at an all ti!e high, competitors will ie for the market share and can st, tan$ le/els &hile !arketing their ,r"ucts. Guerilla marketing is Fust one of thestrategies and surely one can learn a lot from the ongoing battle, especially peopleinterested in marketingmarketing techni9ues.

Things hae already started to boil co@ of this ad campaign and (th 2i)est$le8 Sh,,ersSt, are anal$6ing the e))ect ) the strateg$used by Mr +i$aniand $uture Group.(ifestyle are een planning to take $uture Group and their ad campaign to A"/ertisingStan"ar"s Cuncil ) In"ia:A!+"e)e only uncoered the tip of the iceberg so far. 0rint ads, billboards, and liingbillboards are one thing. But the adertising game is changing daily as technologyimproes and consumers re9uire a bigger Folt to get their attention. The solution may Fustbe to set that ad free in the wild and see where it goes. +ome back for the next installmentto find out how companies are letting you do the adertising for them C for free.

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Guerrilla Marketing 1ersus 1iral Marketing

There)s a subtle difference between iral marketing and Guerrilla marketing.Guerrilla marketing ambushes the iewer and grabs their attention when they least expectit. 7iral marketing is adertising that you oluntarily pass around because it)s cool, notnecessarily because you want to help build publicity. There is some noticeable oerlapwhere a Guerrilla ad that doesn)t 9uite look like an ad is so great that you to tell otherpeople about it. But iral campaigns can)t be engineered in the way that other types ofadertising can C they depend solely on the user to deem them worthy of passing themalong.

"t doesn)t take a marketing genius to figure out that people accept suggestionsfrom their friends better than from some nameless marketer. "t)s also apparent thatcampaigns which engage usually enFoy more success than campaigns that educate. !ologic would follow that engaging, ground=leel marketing campaigns are one of the bestways to present an idea.

But the peril is that being too obious can kill a campaign before it eer gets offthe ground. The trick is in tying all of these components together and getting the ads to goiral without any apparent effort from the adertiser.

#nowing all of this, marketers are taking on a new attitude toward their audienceand the way they communicate. The method of the moment is trying to make campaignsinto grass=roots publicity machines that don)t look like adertising. The goal? Make an adthat gets passed around relentlessly like an annoying email forward. And so far, we)ebeen lapping it up.

ae you eer emailed a link to a JouTube ideo that amused you? Taken asnapshot of a flashmob=type marketing eent to show to your friends later? Told a co=worker about a store specifically redesigned for the release of an upcoming moie ormusic eent? Jou)e probably participated in this innoatie :and some say deceitfulhat started out as an inside Foke in the skater community eentuallygrew to encompass the world. !tickers and stenciled images featuring the iconic image ofAndre the Giant and the cryptic big brother=es9ue word N%beyO can now be found from!an $rancisco to Tokyo and pretty much eery city between.

+ould this be Guerrilla art and not Guerrilla marketing? (et)s call it Guerrillaanti=marketing. $airey)s manifestodescribes it beautifullyK NThe %bey campaign attempts

to stimulate curiosity and bring people to 9uestion both the campaign and theirrelationship with their surroundings. Because people are not used to seeingadertisements or propaganda for which the motie is not obious, fre9uent and noelencounters with %bey propaganda prooke thought and possible frustration, neerthelessreitali@ing the iewer)s perception and attention to detail.O

By looking like adertisements for something obscure and exclusie, %beyimages sere to make us more aware of the constant barrage of commercial ads we aresubFected to each day. !omewhat ironically, the campaign has spawned a clothing lineand a successful design career for $airey. %bey now produces many images besides thegiant who started it all.

Guerrilla marketing has proen its ersatility as a social medium and money=making adertising tool. -ow, een nonprofit organi@ations are getting into the game.(ots of nonprofits hae embraced Guerrilla adertising as the perfect way to get theattention needed to further their causes.

"n anticipation of (ights %ut for &arth our *554, the >>$placed stickersresembling light switches in outdoor locations around !wit@erland. The stickers looked so

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http://weburbanist.com/technologyhttp://weburbanist.com/2007/07/26/subvertising-5-ways-to-take-control-and-subvert-your-surroundings/http://weburbanist.com/2007/12/26/shopdropping-the-subversive-art-of-reverse-shoplifting/http://weburbanist.com/2007/10/08/culture-jamming-political-commercial-and-social-signs-of-our-times/http://weburbanist.com/2008/02/05/15-ingenious-humanitarian-subvertisements-creative-advertisements-that-advocate-global-causes/http://obeygiant.com/http://www.thegiant.org/wiki/index.php/Obey_Giant#Obey_Manifestohttp://www.wwf.org/http://weburbanist.com/technologyhttp://weburbanist.com/2007/07/26/subvertising-5-ways-to-take-control-and-subvert-your-surroundings/http://weburbanist.com/2007/12/26/shopdropping-the-subversive-art-of-reverse-shoplifting/http://weburbanist.com/2007/10/08/culture-jamming-political-commercial-and-social-signs-of-our-times/http://weburbanist.com/2008/02/05/15-ingenious-humanitarian-subvertisements-creative-advertisements-that-advocate-global-causes/http://obeygiant.com/http://www.thegiant.org/wiki/index.php/Obey_Giant#Obey_Manifestohttp://www.wwf.org/


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realistic that many passers=by actually tried to switch them off. >hen they were closeenough, they could read the text all about the upcoming eent.

These ama@ingly realistic images of children pushing automatic reoling doorsin Amsterdam are meant to call attention to child labor practices. They are actually inyl

stickers with copy aboe that states NJou +an)t "gnore +hild (abor.O

To create awareness of the plight of homeless people in America, these nutritionfacts labels were placed on outdoor trash bins. The familiar image in an unexpected placecauses the mind to react differently than it would to an obious adertisement. Theiewer is drawn in to examine the label and figure out what it)s doing there. The ( atthe bottom gies a call to action, and the hope is that the image will stick in the iewer)smind long enough to encourage them to follow through on that action.

>e are intrigued by Fuxtaposition, and that is one of the hallmarks of effectieGuerrilla adertisements. !eeing something that is out of place, shocking, or Fust plain

bi@arre snaps the mind out of the state of forced indifference C a state that we)edeeloped in response to eer=present adertising. Because the marketers behindGuerrilla ads use this knowledge to capture our attention in new and unusual ways, doesthat mean they)re manipulating us?

"n a word, yes. The goal of any adertisement is to get you to do something.>hether that something is buying a product, seeing a moie or, as in the picture aboe:from a # ashcanillwe eentually become desensiti@ed to een the most shocking adertisements?

According to some people, though, Guerrilla marketing campaigns already go toofar. >hile they are by nature inasie and Farring, there hae been seeral Guerrillamarketing campaigns that were oerflowing with shock alue. Besides some notablewell=intended flops, many Guerrilla marketing campaigns either fall short of the mark oroerestimate our tolerance for shocking images or methods. +oming upK more details onkinds of and approaches to Guerrilla marketing and ways in which Guerrilla marketingmight een work for youR

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http://weburbanist.com/2008/05/06/5-great-examples-of-guerilla-marketing-gone-wrong-from-olympic-fumbles-to-bomb-scares/http://weburbanist.com/2008/05/06/5-great-examples-of-guerilla-marketing-gone-wrong-from-olympic-fumbles-to-bomb-scares/http://weburbanist.com/guerrillamarketinghttp://weburbanist.com/2008/05/06/5-great-examples-of-guerilla-marketing-gone-wrong-from-olympic-fumbles-to-bomb-scares/http://weburbanist.com/2008/05/06/5-great-examples-of-guerilla-marketing-gone-wrong-from-olympic-fumbles-to-bomb-scares/http://weburbanist.com/guerrillamarketing


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Di))erent T$,es ) Guerrilla Marketing

%ne of the main adantages of Guerrilla marketing is that it)s unexpected. "tcatches us off guard and causes an emotional responseK laughter, shock or sadness aregreat sellers. "t)s easy to see why marketers would rather you didn)t know Fust howthey)re using Guerrilla marketing to their adantage. "f you know their secrets, you mayFust stop responding.

"t probably doesn)t come as a surprise that marketers are a cleer bunch. They arewell ersed in the principles of human psychology that make us want to buy what they)reselling. Anyone who has eer taken a marketing class will probably recogni@e thepsychological principles used to sell us thingsK reciprocity, authority,consistencycommitment, social proofacceptance, and scarcityurgency. And in themethods we)ll explain below, you can find each and eery one of those principles. "n thisinstallment of our Guerrilla marketing series we will take a closer look at some unusuallyinteresting types including ambient marketing, presence marketing, grassroots marketing,

wild posting, undercoer marketing and astroturfing.

:a;/iral !arketingK

This is a highly isible form of Guerrilla marketing these days. A iral campaigncan)t be planned or predicted, but it is dearly hoped for by marketers. A successful iralcampaign uses existing communication networks :you tell two friends, they each tell twofriends, and so on


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isible daily. !mall businesses and entrepreneurs with modest marketing budgets oftenfind that presence marketing deliers an excellent return for their inestment. All theyreally hae to do is be isible.

:"; Grassrts !arketinghenremembering, a couple of years ago, when (adbrokes sponsored the controersial

T7show Big Brother in !weden. The T7=show got a lot of media space and seeralscandals in the show was a fact, since (adbrokes did not want to be associated with it,they canceled their sponsorship and got a lot of goodwill in the media. This could be oneway to turn bad publicity into something better. !eeral of the respondents mean thatyour company does not want to be associated with bad things. MM does not think that allpublicity is good publicity, especially not within the consultant business. (# continues inthe same way, she would not want to be linked to something that was done poorly orwrong, eery company has to be careful when it comes to publicity. "n the war for thecustomers, one has to be careful in what kind of information that reaches the supportersand also the customers that one is fighting for, and especially the competitors in themarket, since a lot of information could turn into bad publicity. #nowing that publicity isan important channel to reach the customers, especially since it could add trustworthinessto one)s company and brand aswell. A(& means that all publicity to her is good publicity,as long as one is well prepared with good answers to all conersional things that mightappear, through this she proclaims the importance of being well prepared in a Guerrillamarketing campaign.

?*B*B Mre a!!unitin

?*B*B*@ #r" ) !uth

>ord of mouth is about personal communication between two persons discussinga brand, product or a serice according to Marsden and #irby :*552< and discussingsomething they hae experienced or seen. This is where Guerrilla marketing comes inaccording to Guerrilla marketing campaigns uses more senses and will therefore staywith the people, getting in contact with it, for a longer time. ence, resulting in that thesepeople more likely will talk about the Guerrilla campaign instead of others.+onse9uently, $% means that Guerrilla marketing should surprise people and whenpeople hae experienced something fun and surprisingly they hae a tendency to talk toothers about it, according to Marsden and #irby :*552


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marketing campaigns will be spread through the word of mouth is high. !ince, one of thegoals with Guerrilla marketing is to create publicity, in newspapers and maga@ines,enhance that statement. Although, $% beliees that the campaign must be releant inorder to be successful and to start a positie word of mouth.

?*B*B*B 2i/e +u66 !arketing$urthermore one kind of word of mouth is lie bu@@ marketing this techni9ueuses an eent or a performance to create a bu@@ around town :Marsden ' #irby, *552


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research and through our empirical findings, shows that it needs to be as cost effectie aspossible. Therefore, a message should not be transmitted if it is lacking a clear purpose.The A"A model helps the marketer to identify the steps a salesperson must take acustomer through in a selling process. $irstly, the salesperson or in this case the marketerget the attention of the customer, and since the adertising enironment today is so

intense, one has to find good ways to get through the noise and reach the customer andget its attention. This could be done through, for example, a huge adertising campaign.Although if the potential capital re9uirements do not exist one has to find other ways toget the attention of the customer and therefore Guerrilla marketing is interesting. !ince,Fust by using a more innoatie approach any budget could get the right attentionnecessary, therefore one should try to focus the marketing directly towards the right targetmarket.

According to $%, Guerrilla marketing is about to find new channels or other waystha t your competitors, this is in order to get through the noise and get the attentionneeded in order to adance on the purchasing ladder. A(& further supports this standpoint by saying that Nto do unexpected things that creates big attention with a small

budgetO, it could be compared to go behind enemy lines and destroy a bridge, you willget a lot of attention and hopefully your followers will celebrate it, which would lead toan interest in your work. %nce the interest is found, one has to keep the customerinterested in order to create a desire for the product or serice. ere A( contributes, tosend one message to the end customer is not enough to think that heshe would beinterested in your serices. %n the contrary, it re9uires that the message is sent out aroundsix to eight times before one can start talking about an effect, according to A(. Then oneshould add in a piece of creatiity and the effects of the campaign can be successful.ence, the phenomenon of Guerrilla marketing should be consistent through out theentire process of the A"A model. This is in order to create adantages against yourcompetitors, it can be done by using the methods within Guerrilla marketing and it doesnot hae to be expensie.

"f one is consistent with the approach, customers will eentually create a desire,though one should hae in mind when using more innoatie approaches the need for aspecific target market is high. Though, one can with Guerrilla marketing only focus onone target market at the time and focus the resources towards the potential buyers in thatsegment. As (# means by saying that you need to do your homework before going intothe market, could be analy@ed towards if one does research for one segment does notmean that the same approach will work for the next segment in order to create desire.%nce haing the right military intelligence from the market, one shall start the attack, thiscould be compared to the Guerrilla marketing approach also, and in order for it to beefficient one should not attack before the right research is complete. $urthermore, (#also contributes with that one has to be prepared once the attack is made, so that the salespersonnel are ready for the outcomes of the attack. "t could be compared to the warfarealso here after an attack is made the nurses must be ready to take care of the woundedsoldiers. Taking the customers through the A"A ladder is a complex method andGuerrilla marketing will definitely help taking one up the ladder in a smooth way. Gettingto the action stage is though a long process and the methods used is different for differentkind of people, (# means that in order for the approach to work in a good way oneshould find the uni9ueness within it, meaning that eery approach does not hae to be

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uni9ue, but it has be uni9ue for the one you are trying to target, this is to encourage thecustomer to take action and start buying from you. "t is often the last part that is hard toget the customer to reach.

?* Chsing the right channel

?**@ Channel Manage!ent+onse9uently the channels one choose is of big importance for the success of themarketing campaigns, hence according to our empirical findings the general belief werethat many of today)s channels are blocked or oer exploited. ence, the need to findother channels are of great importance, according to A( the process he uses is to firstfigure out who the message is supposed to be sent to, hence the target, furthermore onehas to decide what kind of ehicle will transport the message and conclusiely on whatfre9uency, so the responder could easily understand the message in the end. Accordinglythe theory state the similar process, hence it is important that the receier understands themessage that is being sent to them. There are two kinds of channels, direct and indirect,the direct channels is when the contact with the customer is taken directly through face to

face communication, phone conersations, mail or een in an electronic way.+onse9uently, the indirect approach often goes through a second part before reaching theend target. >hen A( discuss Guerrilla marketing he describe it as a direct channel to theend customer, his beliefs is that it is more effectie than indirect channels. According tothe theoretical framework direct channels are mostly used when there is a need for a lotof information or if the 9uality needs to be measured.

$urthermore, een (# points out the preferable usage of direct channels, since ithas proen to be an effectie way to reach the end customers. $urthermore, both $% and agree to the importance with the new and different channels but it does not work aseffectie as it could do if there is not enough releance in the message. Then the receierswill not understand and receie the message and the campaign and the message is lost.According to the theory this is an applicable discussion, since it is ery important that themessage is both releant and on the right fre9uency for the specific channel for it to beunderstood and successful transmitted to the receier. $urthermore the choice of messageaffects the choice of channel and ice ersa, hence a balance between these two must befound. +onse9uently the channel is suppose to communicate the message to the receier,the message the marketers want the end customer to get. Therefore the choice of whatchannels should be used is a key 9uestion within marketing and specially in Guerrillamarketing whereas the idea is to find such a uni9ue and effectie channel as possibly,here lays the need for creatiity.

$urther as $% explained that many of their clients comes to them because theywant to do something new and different and in the same time something that is fun andexcites people. $urthermore, the channels does not reach the customers in the same wayas before since they are so fed up with the commercials of today. Therefore the beliee isbetween the respondents that new and different channels must be found for it to bepossible to breach through the customers defensie lines and present them with themarketers messages and information, and especially if one wants it to stay in their minds.

*


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?**B The internet channel getting arun" the "e)ensi/e line

"n the beginning of the phenomenon, Guerrilla marketing, internet was seen asGuerrilla marketing, hence today almost eery company has their own webpage. Thus,internet is still seen as a great tool to use in Guerrilla marketing. According to A(, hebases almost all his Guerrilla marketing on the internet, since internet is so much more

then Fust a home page and e=mails, today it is also about blogs, forums and pod cast, newmeans to reach the potential end customer. As both the theoretical state and the empiricalfindings say that using the internet is also positie because it is not so expensie. ence,the internet channel is perfect for the companies that want to cut down on marketing costsand reach a big market according to $%, hence the internet is often good to use for thosewho wants to measure their sales and homepages isits.

%ne has to hae in mind that internet is huge, the competition is fierce and it cancost a lot of money to protect you from hackers etc. &en though, internet is genius sinceFust by posting something online makes it aailable for an entire world. (# means thather company now spends the maFor part of their budget online. >hy is that? >ell, sincethe growth potential is still 9uite strong and the simple way of finding the right

information is important. "f you are not on the internet, you do not exist, might be aclichU, een though to a high extent it is true. %ne could track the growth back seeral ofyears, een though knowing that in the end of the 5)s the internet had big drawbacks.Today the channel is growing bigger than eer, and people tend to trust to higher extentthings stated online.

MM explains that his most efficient Guerrilla marketing campaign did inoleweb=based promotion, and it did consist of speaking and writing as a way to generateinterest among prospectie.

Today one sends out e=mails fre9uently, and the innoation known as auto=responders could be something, if not already, that will be used een more in the future.These autoresponders are simply answering emails automatically with a prewrittenmessage, a cheap and easy way to show the customers that you care. A( means thatinternet is a big part of the Guerrilla tactics in the future. $urther, een so that MMbeliees that internet based adertising is gaining ground in the war for the customers andalso beliees that Guerrilla marketing will be more web=based and more targeted tocustomers through the use of the internet.

Though, the internet has seeral positie aspects such as it is 9uite easy to trackall the actiity in one)s specific webpage. $rom this, one could gather information aboutthe customers and make the future marketing more efficient. Also, the usage of certainkeywords is of most interest. !ince a part of internet marketing today is definitely searchengines. "f a company can get a lot of traffic to their webpage, a lot of attention comes forfree. "t is not too hard to deelop, but the company must hae a well built webpage thatencourage the customers to action.

?*F Marketing #ar)are

Almost eery company in the market could identify itself with some of themilitary approaches presented by ies and Trout :142


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is not because of the si@e of the company. "t is depends on their position in the market. "fbeing the marketing leader, adantages such as financial muscle power could be thedeciding factor.Though, when one does not possess the large budget, one could use smaller moreefficient methods instead. "t is Fust a matter of thinking in the right way in order to win

the war. As a market leader one does not hae to use the small dirty roads in order to gainadantages in the war winning customers, they can afford driing down the main road ina tank, taking the competition easy. As a challenger it is different, some times all outattack must be used in order to win market share, or een so as being smaller, one has totake some shortcuts in order to find the right target market. $urther, all companies mightnot internally be ready for using more of a Guerrilla tactic in order to gain market share,hence it is of most concern to be internally prepared before an attack. The organi@ationhas to be well prepared, and hae the right intelligence of the battlefield so that theapproach is successful. (# strongly adds that one should know the market and thenattack it with a releant tactic. Though, by doing so one is able to stand out in the clutterand will be isible in the market.

Marketing is warfare, though again in this fight no direct blood spills. %ne doesnot fight the war with the customers it is a competition against the other companies inthe market. %ne is fighting for the same things, Fust being apart of the customer)s lies.The ones reaching through the clutter is gaining adantages in the war.

?* Guerrilla Marketing

The authors of this thesis understands that the iew on Guerrilla marketing thatcame from the empirical findings is ery similar to the theoretical frameworks iew onthe phenomenon, in terms of definitions. ence, (einson :*55/


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Accordingly (# beliees that the preparation is one of the keys to success, tostudy and prepare, especially its own organi@ation according to A(&, she beliees that itis important that the organi@ation is aware and apart of the campaign. $urthermore,(einson :*55/


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A"/antages ) Guerrilla !arketing

L Guerrilla marketing is cheap. At the high end, you may end up inesting a few hundreddollars in promotional items or a maFor, centrali@ed piece that you can build a number ofdifferent campaigns around. At the low end, it)s free V and you can)t beat freeR

L "n addition to growing your business, Guerrilla marketing inoles networking, bothwith your customers and with other businesses. "n the process of executing andmaintaining your campaign, you will make a lot of new friends and allies.

L Guerrilla marketing is specifically tailored to meet the needs of small businesses,whereas traditional adertising enues are complicated and expensie to the point ofexclusion :bordering on snobbishness


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Disa"/antages ) Guerrilla !arketing

L Guerrilla marketing works V but it is not completely failsafe. "t is, after all, adertisingwhich is far from an exact science. The number of ariables inoled in adertisingguarantees that nothing is 155 percent effectie.

L As with any adertising campaign, you will not be able to pinpoint exactly what worksand what doesn)t. %btaining measurable results is difficult :but not impossible, unlikeother marketing techni9ues


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wants fun and entertaining marketing in the future, more commercials and adertisementsthat amuses the ones affected by it. ence, interactiity is a good part of marketing in thefuture.

To continue, the empirical findings shows that marketing and Guerrilla marketingwill continue to deelop in the future, hence nobody really knows where it is going to

end, but the eolution is a fact, Fust look at the past. >hat Guerrilla marketing is today,will be traditional marketing in tomorrow, therefore the need for constant deelopment ofmarketing is isible.

Trying to predict the future is nothing that is possible, though discussion thefuture is more interesting and one could base an entire thesis Fust based upon the future ofmarketing. "n this case, the authors of this thesis wanted to take the chance while they hadit to discuss the liing and iid future of marketing.

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The 5uture ) Guerrilla Marketing

"t happens to the best of them eentually. They get old, wornout, past their useful lies. At some point you hae to grab the shotgun and head out tothe pasture to put them out of their misery.

>e)re talking, of course, about adertising methodologies.

Guerrilla marketinghas been hailed as the renegade king of adertising methodsfor many years now. But, like all adertising models, this one will eentually lose itseffectieness and be replaced by the next big thing.

!ince we are so inundated with adertising these days, most of us hae learned tosimply ignore it. >e can walk right past billboards bearing the name and image of somefantastic product and neer know they)re there. >e can skip commercials altogether inour own homes.

>hen Guerrilla marketing was introduced, it was a way to get past our defenses.A great Guerrilla campaign can conince us, if een for a split second, that we aren)tlooking at an adertisement and that it)s acceptable to pay attention. Guerrilla marketingtactics can help businesses to stay a step or two ahead of the competition by usingmethods that were preiously unknown.

Guerrilla marketing is still as aluable today as it was back in the 145s. "t)s away for small businesses to leel the playing field. $or a small inestment, the smallerbusinesses can compete with the big names. This has lead to an unprecedentedcommercial enironment where the relatiely unknown company can garner as much

attention as C and often more than C the well=established national brand.

But are we oer=saturated with new and innoatiemarketing? >e)e learned tobecome suspicious of people we see on the street or in the supermarket. "f a stranger asksfor an opinion to help them choose between two products, we wonder which choicethey)re trying to sell.

!ome Guerrilla efforts hae become increasingly outlandish and 9uestionable.The efforts of Golden 0alace +asino are known to be particularly on the edge ofacceptability. !ome of their Guerrilla marketing ploys hae been harmless, amusing, andeen beneficial :they)e raised oer Q1 million for arious charities, after all


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Marketing ploys such as these hae made some of us 9uestion where Guerrillamarketing is headed. >ill marketers employ increasingly shocking and horrific methodsto get our attention? "n the future, will we see brands on eerything from hot dog buns togirls) big plastic fingernails to the backs of +ub !couts?

"n a perfect world, it would be nice to think that Guerrilla marketing will take adifferent :less shocking, more personal< turn. >e)re seeing already that brands Cespecially small businesses C are taking it to the streets, so to speak, by Foining forumdiscussions, obsessiely updating their Twitter accounts, and writing articles fornewspapers, maga@ines, and blogs.

Building personal relationships with customers may be the best marketing moeof the future. A handshake and the assurance that een a big, important business owner isneer too important to wait on a customer is Fust what we Faded masses need to help usreconnect to our buying habits.

Although that)s what we)d like to think, our actual predictions are not so rosy.Gien the recent trend of aggressie undercoer marketing coupled with the fact that weare increasingly hard to reach :thanks to Ti7%, M0/ players, and a hearty desire to aoidbeing corporate America)s pawns


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Cnclusin

Guerrilla marketing is a state of mind, a way of thinking, a mindset for marketersand business people. The ones who use Guerrilla marketing hae a more open mind thenthe ones not using it, the people that beliee in the phenomenon of Guerrilla marketing isopen to new and creatie ideas.

>hen one plans Guerrilla marketing well, it often proes to be ery effectie,though the hard part of it is do the right research, preparations and find the rightinformation. Guerrilla marketing is not working if you do not focus on the right targetand send out a releant message using the right ehicle on the right fre9uency. "f not, thisis what one can call the negatie side of Guerrilla marketing, then the campaigns relationto it is Fust seen as a bad attempt to create attention and awareness. The aspect ofGuerrilla marketing is focusing on uni9ueness to the target, which in seeral cases leadsto publicity, which could result in attention in the media, an economical way of gettingthe message to the target market.

0erson who using g=marketing they are enlightened to new ideas, to original waysof reaching the end customer and aware that marketing does not necessarily needs to beexpensie adertisements in the media. "nstead, a Guerrilla campaign creates freepublicity in the media world. Guerrilla marketing is a good compliment for organi@ationsusing a more traditional approach, it is a way to spice up the consisting marketing and away to get attention which will make it easier to come through the clutter and reach thetarget market. $urthermore, if one was to pitch an idea for a new marketing campaign andthe idea are unconentional and do not look like any campaign eer made before, insteadmore bold and daring. Guerrilla marketer would be much more enthusiastic and open tothe new idea then a traditional marketer would be.

Although it is ital to hae in mind that the idea sent out, as a message, needs tobe releant to the target market. Meaning that, the planning and the preparation phase ofthe campaign is of most importance, in order for it to become successful. This includes abig part of internal communication, eerybody inside the company or the organi@ationmust be aware of what is going on. ere lies some complications, it is shown thatGuerrilla marketing can be met with conseratism inside some organi@ations here theleel of conseratism in the culture of the organi@ations plays an important role. Tocontinue, it is reali@ed with this study that Guerrilla marketing campaigns are often metby a positie public response, much to the fact that in many occasions Guerrillamarketing is personal communication. $urthermore, if the campaign and message is wellmotiated and releant it can always be turned into something positie, at least for thetarget market.

%ne can wonder why we hae chosen to call this phenomenon for Guerrilla

marketing when it could hae the meaning of numerous things, such asK creatiemarketing, innoatie marketing, undercoer marketing, stealth marketing,entrepreneurial marketing or marketing under the radar. Although, they do all representthe same state of mind, openness for change and to find new channels in marketing toreach to the end customers and at the same time always seek the market for opportunities.

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(eb)io*ra+hy and Bib)io*ra+hy

(ebsites:-

"*oo*)e"om

"i.i+edia"om

"ebeerbanist"om

"hou*htonmi//)inboo.s"om

Boo.s, Ma*aines es+a+ers:-

Mar.etin* Mana*ement: - &amasami, .ot)er, Ahar

ami

es+a+ers: - Business Standard

Ma*aines: - Business or)d
http://www.relianceinfo.com/http://www.wikipedia.com/http://www.webeerbanist.com/http://www.houghtonmifflinbooks.com/http://www.relianceinfo.com/http://www.wikipedia.com/http://www.webeerbanist.com/http://www.houghtonmifflinbooks.com/

35 Gajraj Singh - Guerrilla Marketing

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