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Table Of Contents

1 Briefing
1.1 Background
1.2 “The guerrilla problem”
1.2.1 Research questions
1.2.2 Purpose
2 Planning phase of the battle
2.1 Qualitative approach
2.1.1 Why Qualitative approach?
2.2 Literature Study
2.3 Research design
2.3.1 How the interviews were conducted
2.3.2 The interview guide
2.3.3 Selection of the respondents
2.3.4 How the data was analyzed
3 Rules of the battleground
3.1 Terminology
3.2 Communication – Winning the war
3.3 Forming the message
3.3.1 Marketing communication
3.3.2 Promotional mix
3.3.3 Loading up with more ammunition Word of Mouth Live buzz marketing Viral Marketing
3.3.4 Reactions to the message
3.4 Choosing the right channel
3.4.1 Channel management
3.4.2 The internet channel
3.5 Reaching the receivers
3.5.1 Military approaches
3.6 Guerrilla Marketing – winning the war?
3.6.1 Brilliant ideas of guerrilla marketing
4 Intelligence from the Battleground
4.1 Introduction to respondents
4.2 Empirical findings from Miami
4.2.1 Interview with Fredrik Olsson (FO)
4.3 Findings at Miami’s clients
4.3.1 Interview with Annika Lennstam (ALE), Mitsubishi
4.3.2 Interview with Hans Rothenberg (HR), Moderaterna
4.3.3 Interview with Patrick Centerwall (PC), Hyresgästföreningen
4.4 Findings from American Authors & Consultants
5 Analysis of the intelligence
5.1 Communication - the route to win the war?
5.2 Marketing Communication
5.2.1 Promotional mix – weapons to win the war
5.2.2 More ammunition Word of mouth Live Buzz marketing Viral marketing
5.3 In what way could AIDA support winning the battle?
5.5 Marketing Warfare
5.6 Guerrilla Marketing
5.7 Summary of the analysis – How to win the war?
6 Conclusion
7 End discussion
7.1 The future of marketing
7.2 Trustworthiness of the study
7.2.1 Evaluation of the interviews
7.3 Future Research
Appendix 1 Interview guide to marketing firm
Appendix 2 Interview guide for the clients
Appendix 3 Interview guide for the authors and consultants
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Published by Pankaj Sharma

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Published by: Pankaj Sharma on May 28, 2011
Copyright:Attribution Non-commercial


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