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The Use of Guerilla in Culture
Mitošinková, Barbora ; Černá, Jitka (advisor) ; Krejčí, Hana (referee)
The main topic of my bachelor thesis is the use of guerilla in culture and my research objective is to find out whether there exist assumptions, reasons, and inspirational positive experience supporting the use of guerrilla marketing in cultural organizations. I try to analyze guerrilla marketing in the context of cultural organizations and its possible application with respect to the decreasing efficiency of traditional marketing. Because of the strong interdependence between guerrilla and traditional marketing I explore this relationship by means of the marketing mix. Then I present the results of the survey based on responses from cultural organizations, contributory organizations in particular. The questions addressed to cultural organizations were focused on their knowledge of guerrilla marketing and their current, past or planned use of guerrilla marketing. I present two case studies: one from Italy, the other one from the Czech Republic to show inspirational and positive experience with guerrilla. In conclusion I deal with preparation, implementation and evaluation of my own guerrilla campaign. My desire to contribute to the discussion about guerrilla marketing in culture is, among other things, motivated by my personal favor and preference of imaginative, unique and functional marketing.
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