THE ROLE OF GUERILLA MARKETING IN THE PROMOTION OF ENTERPRISES

Pojam marketinga odnosi se na procese koji kroz stvaranje ponude i razmjenu proizvoda od vrijednosti zauzvrat donosi potrebnu korist pojedincima ili poduzećima. Marketinške metode neophodna su sastavnica poslovanja svakog poduzeća, a kao takve, s vremenom su se transfomirale i pojavljivale u nekim novim oblicima. Jedan od takvih je i gerila marketing, podvrsta marketinga koji se služi nekonvencionalnim metodama oglašavanja u svrhu privlačenja što većeg broja potrošača sa što manje uloženih sredstava. Zasniva se na drugačijim principima od tradicionalnog oglašavanja, o čijim će razlikama biti riječi u ovom radu. Prikaz i objašnjenje osnovnih karakteristika marketinga poslužit će kao uvod u teoretske postavke samog gerila marketinga te njegovih obilježja i komponenti, kao i u objašnjenje zašto je ovakva vrsta oglašavanja osobito korisna u poslovanju poduzeća.The concept of marketing refers to a process that brings the benefit for individuals of companies through the supply and exchange of valuable products. Marketing methods are a necessary component of every company’s business, and as such, they have transformed over time and also emerged in some new forms. One example of these is guerrilla marketing, a subtype of marketing that uses unconventional advertising methods in order to attract as many consumers as possible with as little investment as possible. It is based of different principles from traditional advertising, the ones which will be discussed in this paper. The presentation and explanation of the basic characteristics of marketng will serve as an introduction to the theoretical settings of the guerrilla marketing and its features and components, as well as to explain why this type of advertising is particularly useful in business