Gerilski marketing u poslovanju malih poduzeća

Gerilski marketing je koncepcija marketinga koja koristi dobre ideje i drugačije metode oglašavanja umjesto velikog budžeta. On koristi tradicionalna sredstva oglašavanja na neobičan način i time postiže efekt iznenađenja i prepoznatljivosti. Njime se mogu postići veliki rezultati u malim poduzećima. Ciljevi istraživanja su ukazati na različite mogućnosti i koristi primjene strategije gerilskog marketinga u poslovanju malih poduzeća. U istraživanju su primijenjene kvantitativna i kvalitativna metoda te primarni i sekundarni izvori informacija. Primarno istraživanje provedeno je kvantitativnom metodom, putem upitnika na uzorku od 50 malih poduzeća i kvalitativnom metodom putem intervjua na uzorku od 15 ispitanika, vlasnika ili direktora poduzeća. Rezultati istraživanja potvrdili su da primjena gerilskog marketinga u malim poduzećima povećava broj kupaca što dalje omogućava realizaciju većeg prihoda te profitabilno poslovanje. Male tvrtke koriste metode gerilskog marketinga i u tome su uspješne, ali ima prostora za poboljšanja i širu primjenu metoda i alata gerilskog marketinga.Guerrilla marketing is a marketing concept which uses good ideas and different advertising methods instead of a big budget. Guerrilla marketing uses traditional means of advertising in an unusual manner, thus achieving the effect of surprise and distinctiveness. With guerrilla marketing, it is possible to gain big results in a small enterprise. Research goals are to indicate various possibilities and benefits of guerrilla marketing strategy implementation in small enterprises business activities. The research applies quantitative and qualitative methods and primary and secondary information sources. Primary research is conducted by a quantitative method, by means of a questionnaire on a sample of 50 small enterprises, and by a qualitative method by means of an interview on a sample of 15 respondents, owners or managing directors of enterprises. Research results have confirmed that the application of guerrilla marketing in small enterprises increases the number of buyers, which further enables greater income and profitable business activity. Small enterprises use guerrilla marketing methods and are successful in it, but there is still space for improvement and wider use of guerrilla marketing methods and tools application