The Benefits of Guerilla Marketing

The purpose of this thesis is to give an overview of the concept of guerilla marketing. Additionally, this thesis describes its application within the marketing mix and its instruments and informs about the benefits that it can offer compared to traditional marketing, as well as about the difficulties in conducting guerilla marketing campaigns. In order to fulfill this purpose, the theoretical part of the thesis analyzes the concept of guerilla marketing in detail, based on professional and academic literature. Afterwards, case studies of empirically conducted guerilla marketing campaigns will be analyzed, with reference to the theoretical part of the thesis and based on qualitative interviews with marketing professionals who conducted the chosen campaigns. In order to enable a comprehensive analysis of the empirical implementation of guerilla marketing, five case studies have been chosen from different countries. The results of the thesis give an overview of the benefits and the requirements of guerilla marketing, that distinguish it from traditional marketing. These are not only defined in the theoretical conceptualization of guerilla marketing but also based on empirical experiences