Welcome to Scribd. Sign in or start your free trial to enjoy unlimited e-books, audiobooks & documents.Find out more
Standard view
Full view
of .
Look up keyword
Like this
0 of .
Results for:
No results containing your search query
P. 1
Guerrilla Marketing Online

Guerrilla Marketing Online

Ratings: (0)|Views: 164|Likes:
Published by Vit Horky

More info:

Published by: Vit Horky on Nov 06, 2009
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as DOCX, PDF, TXT or read online from Scribd
See more
See less





Guerrilla Marketing Online
By Vit Horky
Prague College, BA in Business, 3rd year
August 2009
About the author

Vit is the CEO and founder of Inspiro Solutions - an innovate internet marketing graphic web design company, focused on providing A-class services to demanding clients in the Czech republic and internationally. Vit was elected executive officer of the Young Professionals Forum, the international Prague-based networking organisation, in 2008.

Guerrilla Marketing Online
Copyright \u00a9 Vit Horky, 2009
All rights reserved. The moral right of the author has been asserted.
Printed and published in Prague, Czech Republic by Vit Horky in 2009. The
publication is free of charge.

This publication is a subject to the condition that it shall not, by way of trade or otherwise, be lent, sold, hired-out, or otherwise circulated without author\u00b4s prior consent in any form of binding or cover than that in which it is published.


The purpose of undertaking this study is to explore potential of Guerrilla Marketing on Internet and to publish comprehensive information of benefits, limits and risks of this untraditional marketing approach for increasing efficiency of the marketing activities of small and mid-sized organisations.

The Guerrilla marketing online is a marketing area where creativity, an innovation and a change enable the business to attract new customers, increase sales and differentiate the brand from direct competitors. Primary and secondary research is conducted in order to identify all topics relevant to Guerrilla Marketing usage on Internet. The primary research shows that professional community understands that the need of creative and innovate marketing activities and that Internet is one of the most appropriate medium for that. However appropriate process of informing and explaining the benefits and potential risks has to be effectively communicated to the decision makers of the companies in order to be able to apply the guerrilla marketing on Internet successfully.

Guerrilla Marketing Online

Every guerrilla marketing campaign should be, according to the analysis of secondary research data, completely unexpected, drastic, humorous, one-shot, and cheap and should provide goodwill.

Internet is useful for guerrilla marketing campaigns because it is an environment which is interactive, easy to update, easy to link with other information, internationally accessible, with low degree of censorship and the content of Internet can be personalized. Majority of the respondents of the primary research identified Internet as the most used marketing media for communication with their customers.

The potential specific use of Guerrilla Marketing online is described and shown on examples by using selected set of Internet communication channels of: company website, product website, microsite, e-mail, social networks, instant messengers, RSS feeds, mobile phones, online games and search engines.

Risks and limits of Guerrilla marketing are identified and described. This is a first study describing fully the Guerrilla Marketing Online. It is written to be helpful for avoiding potential risks and exploring the benefits and potentials of the Guerrilla marketing on Internet for practical use of business organisations.

Activity (6)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
richarchie liked this
emadoyle liked this
bhavarhsbc liked this

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->