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National Repository of Grey Literature 2 records found  Search took 0.02 seconds. 
The potential of Guerilla marketing
 HAVLÍKOVÁ, Monika
Thesis deals with the research of the potential of guerilla marketing and his popularity. The thesis examines trends and popularity of marketing. The purpose of this thesis is to devise a guerilla marketing campaign for a selected company, based on quantitative research (questionnaire survey among marketing professionals) and qualitative (guided interview and focus group with employees of the organization). Literary research deals with the theoretical basis of guerilla marketing, where the pioneer is especially Jay Conrad Levinson. There are also talks about trends in the digital marketing, about emotions in marketing, about crisis communication with the media and about Czech legislation in the field of advertising. The results of the thesis showed that guerilla marketing is popular among marketing specialists, but it is not very used. But the potential shows. Among the employees of the selected company, the potential of guerilla marketing was also shown. Interest was also expressed by the company executive who would accept a thoughtful and interesting campaign. At the end of the thesis was designed guerilla campaign for selected company, in the form of ambient media and viral video.
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Structure and application of guerilla marketing in practise
 Ertelt, Marek ; Černá, Jitka (advisor) ; Tošnar, Petr (referee)
Dissertation "Structure and application of guerilla marketing in practise" is concerned with detailed analysis of different types of guerilla marketing. It finds recommendation for an application of each type in dependence on the type of company. It uses a lot of real examples for this purpose. This dissertation also offers modern rules for creating efficient and succesfull guerilla campain. It is also concerned with the guerilla marketing legislation.
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