GERILA MARKETING- NON-TRADITIONAL METHODS TO TRADITIONAL GOALS

U teorijskom dijelu rada analizira se pojam marketing strategija, od povijesnog razvoja marketing strategija do planiranja marketinga, pojam tržišta i ponašanje potrošača na tržištu i marketing u Hrvatskoj. Na samom kraju teorijskog dijela rada analizira se pojam gerila marketinga, kako netradicionalnim metodama do tradicionalnih ciljeva. Osim teorijskog dijela, u radu je provedeno kratko istraživanje na temu marketinga i tome kako potrošači doživljavaju razne oblike marketinga. Istraživanje je pokazalo da su društvene mreže itekako zastupljene i da korisnici društvenih mreža u većini smatraju da su društvene mreže ključne za marketinške kampanje.The theoretical part of the paper analyzes the concept of marketing strategies, from the historical development of marketing strategies to marketing planning, the concept of market and consumer behavior in the market and marketing in Croatia. At the very end of the theoretical part of the paper, the concept of guerrilla marketing is analyzed, as non-traditional methods to traditional goals. In addition to the theoretical part, the paper conducted a short research on the topic of marketing and how consumers experience various forms of marketing. The research showed that social networks are very represented and that the users of social networks mostly believe that social networks are crucial for marketing campaigns