Gerilla marketing

Uspješnost poslovanja nezamisliva je bez marketinških aktivnosti, no globalizacija i sve veća konkurencija umanjuju njegov utjecaj, a zahtijevaju sve veća financijska sredstva. Zbog toga se marketinško djelovanje mijenja. Od sedamdesetih godina prošlog stoljeća razvija se novi oblik marketinškog djelovanja, gerilski marketing u različitim inačicama i oblicima. Glavne karakteristike gerilskog marketinga su iznenađenje, rasprostranjenost i minimalan budžet, a to se može postići korištenjem nekonvencionalnih aktivnosti koje su povezane s kreativnošću i maštovitošću i inovativnošću te korištenjem digitalnih alata uz minimalan budžet. Iako je gerila marketing prvenstveno namijenjen malim i srednjim tvrtkama sve češće ga prakticiraju i velike tvrtke uvidjevši njegove mogućnosti i prednosti pred konvencionalnim marketinškim aktivnostima.Business success is unthinkable without marketing activities, but globalization and increasing competition diminish its impact and require ever-increasing financial funds. As a result, marketing action is changing. Since the 1970s, a new form of marketing activity has been developing, guerrilla marketing in various versions and forms. The main characteristics of guerrilla marketing are surprise, distribution and minimal budget, and this can be achieved by using unconventional activities that are associated with creativity and imagination and innovation in the use of digital tools with minimal budget. Although guerrilla marketing is primarily intended for small and medium-sized companies, it is often used bay large companies as they recognize its capabilities and advantages over conventional marketing activities