Guerilla Marketing – eine nüchterne Betrachtung einer viel diskutierten Werbeform
Guerrilla
marketing describes an innovative strategy in communication, which is used more
and more frequently by practitioners. However, there is no scientific discussion
about the concept as to why both practitioner and researcher have got a diffuse
understanding about the concept of guerrilla marketing. Regarding this lack of
conceptionalization, the article provides a systematization of different
perspectives and reviews how the concept has been changing over time. The instruments
of guerrilla marketing (mosquito, ambush, viral, buzz, ambient and sensation
marketing) are explained. Additionally, the benefits of guerrilla PR as a
supporting activity are highlighted. Furthermore, the paper suggests an
algorithm that can be used to estimate the guerrilla effect. Based on this
formula a group of marketing experts compares twelve guerrilla activities. A
sensitivity analysis shows the range of possible guerrilla effects for
different instruments. The paper provides practical hints for developing
guerrilla campaigns and directions for future research.
Hutter, K.; Hoffmann, S. (2011). Guerilla Marketing – eine nüchterne Betrachtung einer viel diskutierten Werbeform, der markt – International Journal of Marketing, 50 (2), 121-135.