Guerrilla Marketing Effects on Consumer Purchase Intention of Gen Y

ISBN-13: 9786139856435 / Angielski / Miękka / 2018 / 100 str.

Powrani Kathireshan; Florence Bharathy Kennedy

Opis

Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. The original term was coined by Jay Conrad Levinson in his 1984 book 'Guerrilla Advertising'. Street marketing is a subset of guerrilla marketing. Like guerrilla marketing, street marketing has the characteristic of being unconventional.[25] However, it is limited to the streets or public places. Other forms of guerrilla marketing use other media and processes, such as the Internet, to establish communication with the customers.

O autorze

Kathireshan, Powrani
Powrani Kathireshan (BBA) is an Assistant Lecturer in Department of Management, Faculty of Commerce and Management, Eastern University, Sri Lankaand Florence Bharathy Kennedy (MBA, BBA) is a Senior Lecturer in Department of Management, Faculty of Commerce and Management, Eastern University, Sri Lanka. She has published many research.