GUERILLA MARKETING IN SMALL AND MEDIUM BUSINESSES : Graduate paper

Pojava gerila marketinga 70-tih godina u SAD-u pokrenula je pravu revoluciju u području marketinga. Gerila marketing u tom trenutku mijenja sav dotadašnji koncept poslovanja i predstavlja nešto suvremeno što mijenja pojam biznisa. I na samom početku nastanka gerila marketing zagovara jednostavnost i niske troškove oglašavanja uz koji također tvrtka može ostvarit uspješnu prodaju i profitabilnost. Gerila marketing donio je mnoge pozitivne promjene u razvoju poslovanja i povećanju kvalitete života ljudi kojeg su poznate kompanije ubrzo primijenile u svom poslovanju. Gerila marketing postao je temelj marketinga sa jednostavnim ciljem: minimalnim ulaganjima do maksimalnog profita. Većina kompanija ubrzo su počele usvajati novi oblik marketinga u svojem poslovanju zbog njegove jednostavnosti, uštede i dokazane učinkovitosti. Gerila marketing postao je novi način promocije tvrtke budućim klijentima. Stoga je vrijeme da svaka tvrtka promijeni marketing strategiju. Uloga gerila marketinga u strategiji malih i srednjih tvrtki treba biti primarna s obzirom da su ograničeni odvajanjem prevelikih financijskih sredstava za razvoj na tržištu. Nekonvencionalnim marketinškim pristupom u mogućnosti su predstaviti tvrtku i svoje poslovanje na nov, drugačiji način uz značajnu prednost jer za uspjeh na tržištu nisu im presudna velika novčana ulaganja.The emergence of guerrilla marketing in the United States during 1970’s triggered a real revolution in the field of marketing. At that moment, guerrilla marketing is changing all the concept of the business. At the very beginning of guerrilla marketing, marketing advocates the simplicity and low cost of advertising, with which the company can also achieve successful sales and profitability. Guerrilla marketing has brought many positive changes in business development and in enhancing the quality of life of people that well-known companies soon implemented in their business. Guerrilla marketing has become the cornerstone of marketing with a simple goal: minimal investment to maximize profits. Most companies soon began to adopt a new form of marketing in their business because of its simplicity, cost savings and proven effectiveness. Guerrilla marketing has become a new way of promoting the company to future clients. Therefore, it is time for each company to change its marketing strategy. The role of guerrilla marketing in the strategy of small companies should be primary due to the fact that they are constrained by the separation of excessive financial resources for business development. With an unconventional marketing approach, they are able to present the company and their business in a new, different way, without big investments, which is a big advantage