Bachelor Thesis from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.9, University of Lincoln (Faculty of Business & Law), course: Marketing & Advertising, language: English, abstract: Guerrilla (ge’rilə) marketing; an unconventional way of promotional marketing activities on a low-budget level. This aggressive marketing approach is characterised by creative and legal attacks targeted on competitors in order to maintain or increase awareness and impact to the customer. Guerrilla marketing stands for focusing on conventional goals such as profit or growth, but doing it by using exceptional promotional approaches, like advertising in yellow pages, wild postings or non-traditional outdoor advertising media vehicles. Customers are confronted with an increasing amount of advertising messages per day and therefore organisations have to develop advertising approaches to stand out in today’s media fragmentation. Especially small and medium-sized enterprises are having greater internal limitations regarding a restricted budget for marketing communications and facing bigger external uncertainties than large organisation. Thus, marketing campaigns have to become profitable for an enterprise. The low-cost communication effort is one of the major issues for guerrilla marketers. It is particular relevant for a small company to apply a differentiated set of promotional methods to diversify itself from competition, but guerrilla marketing is also becoming more adopted by large enterprises. This dissertation aims to give the reader a complementary insight of guerrilla marketing and investigates its relevance for a small and medium-sized enterprise (SME) in terms of generating profit. The purpose of this study is to identify how relevant this approach is to guerrilla entrepreneurs in small organisations, regarding profitability and flexibility in respect of strategy execution. The first section of this dissertation is concerned with the literal meaning and theory of guerrilla marketing, and its suitability for small and medium-scaled organisations. The second part focuses on the conduction of the survey which has been carried out in order to underline this research with qualitative and quantitative findings. Those findings are visualised and analysed in part three. The fourth part of this research study forms the implications of findings part, in which the results will be evaluated regarding the relevance of guerrilla marketing to small companies. The conclusion of this dissertation combined with a comparison between theory and practice highlight the last section of this research study.

More Guerrilla Marketing Research, the follow-up title to Guerrilla Marketing Research destroys the myth that only big companies can afford marketing research. The new book focuses on why small and mid-sized businesses can benefit from conducting focus groups and surveys - and how they can do it, by asking the right questions, the right way, and effectively using the answers to make more money. Authored by Robert J.Kaden, Gerald Linda and Jay Conrad Levinson, More Guerrilla Marketing Research includes new and updated material on setting research goals and objectives; how to set a research budget; secondary research; qualitative research; research into emotions; customer satisfaction research; and the future of marketing research. This compelling book will take readers on a fascinating journey through one of the most misunderstood and under-utilized marketing techniques. The secrets unveiled and the tips offered will benefit the most sceptical business owner, manager or entrepreneur.

The multimillion-selling creator of Guerrilla Marketing offers action steps for businesses stuck in a rut or roiled by a recession. Chances are, your business could use some help about now, regardless of the ups or downs of the economy. Let’s face it, we all could. In this book, bestselling author Jay Conrad Levinson gives you a treasure trove of marketing tactics to help you weather even the toughest times. It tells you exactly how to position your business so you can propel to new heights you never dreamt were possible. Each of the twelve chapters in Guerrilla Marketing During Tough Times includes action steps you can use, and an exercise to help you focus your energy on the areas of your business you must change. It’s real-life advice from a real marketing expert.

Is This Book For You? "My business is slow and getting slower. I've tried a million ways to get new customers but I don't get any real results. I just don't understand why it's so hard to grow my business." Thousands of entrepreneurs and small businesses suffer from not understanding their customers. They don't what they are doing right that causes customers to come to them. And, importantly, they don't know why customers choose to shop a competitor instead. Essentially, they lack a clear understanding of the needs of their customers and prospects which, if exploited, would assuredly grow their business. Often ego or downright stubbornness prevents entrepreneurs or small-business executives from using market research. They think they know the needs of their customers better than the customers themselves. Frequently, they feel that marketing research is too expensive, complex or just won't provide new answers. As such, they plough blindly ahead, wasting money on dull or meaningless advertising, promotion or sales events or introducing irrelevant new products or services. They fail to understand that a small expenditure on marketing research could point them in the right direction. Market research is not a black box. It is not just for big companies. It can be used effectively and economically by any business or entrepreneur seeking to maximize the opportunities for success and minimize the costs of failures. Essentially, Guerrilla Marketing Research provides the hands on tools so that small and mid-size businesses can use marketing research to ensure success and prevent imminently preventable failures. Here's What It's About: Guerrilla Marketing Research-Marketing Research Techniques That Will Make Any Business More Money Guerrilla Marketing Research trades off the well-know Guerrilla Marketing franchise. It explains how to use market research as tool for more effectively developing marketing, sales promotion or new product endeavors. Importantly, it illustrates how big companies use market research to make money and how small companies can do the same at a fraction of the cost. In doing so, it explains to small and mid-size companies and entrepreneurs, and even larger businesses that don't employ market research professionals, how marketing research can add to their bottom line.

Covering the various aspects of the selling process in considerable detail, from the basics of organizing an office through to prospecting, selling and follow-up, this book encompasses state-of-the-art selling weapons, including behavioural psychology. Mindmaps are used to outline the psychological dynamics of a sales call, and to introduce the reader to the concept of subliminal selling. The book also covers the use of technological advances such as modem, fax and voice mail to increase sales.

The must-read summary of Jay Conrad Levinson and Charles Rubin's book: "Guerrilla Marketing on the Internet: The Complete Guide to Making Money On-Line". This complete summary of the ideas from Jay Conrad Levinson and Charles Rubin's book "Guerrilla Marketing on the Internet" shows that the essential goal of guerrilla marketing is to achieve conventional goals – such as profits – using unconventional methods – such as investing energy in marketing instead of money. Guerrilla marketing is needed because it gives small businesses a sustainable competitive advantage: certainty in an uncertain world, economy in a high-priced world, simplicity in a complicated world and marketing awareness in a clueless world. This summary explains that the Internet is the best weapon yet invented to expand your business and reach new customers. Guerrilla marketing helps you to do that as efficiently and cost effectively as possible. Added-value of this summary: • Save time • Understand key concepts • Increase your business knowledge To learn more, read "Guerrilla Marketing on the Internet" and place your company on the path to success!