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National Repository of Grey Literature 1 records found  Search took 0.01 seconds. 
Guerilla marketing as a new marketing trend
 Koktová, Silvie ; Skokanová, Dagmar (advisor) ; Novák, Michal (referee)
This diploma thesis examines one of the new trends of contemporary marketing, the so-called guerilla marketing. The theoretical part is devoted to the origin of guerilla marketing, its principles, advantages and disadvantages. Furthermore, I present different types of guerilla marketing and methods of their use. In the practical part, I discuss specific guerrilla campaigns and try to prove the nature of guerilla marketing where ideas can defeat the budget. The last part is devoted to questionnaire survey to determine the awareness of the Czech public about guerilla marketing and analyzed campaigns.
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