( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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    2 Author(s):  DR. ARUL R, MADHU P

Vol -  10, Issue- 1 ,         Page(s) : 129 - 137  (2019 ) DOI : https://doi.org/10.32804/IRJMSH


According to “Jon Buscall, Content Marketing is a commitment, not a campaign”. Guerrilla marketing is an advertisement strategy to promote products or services on the streets or other public places with little money. This involves getting the attention of the public.[1] Guerrilla marketing is done in public places such as shopping centers, parks or beaches to attract a big audience.[2] It was popularized by Jay Conrad Levinson in the book Guerrilla Marketing, 1984. Traditional advertising media are channels such as print, radio, television and direct mail [3] but as we are moving away from these channels the marketers and advertisers have to find new strategies to get their commercial messages to the consumer

1. "What Is Guerrilla Marketing?". Creativeguerrillamarketing.com. Retrieved 2017-03-01.
2. Goldberg, Lena G. (2014-11-06). "Taryn Rose Launches Dresr: Street Marketing a Luxury Brand - Case - Harvard Business School". Hbs.edu. Retrieved 2017-03-01.
3. Belch, Michael A.; Belch, George E. (2008-06-05), "Integrated Marketing Communications", The International Encyclopedia of Communication, John Wiley & Sons, Ltd, ISBN 9781405186407, retrieved 2018-09-14
4. Praxmarer, S., & Gierl, H. (2009). The effects of positive and negative ad-evoked associations on brand attitude. Asia Pacific Journal of Marketing and Logistics , 21 (4), pp. 507-520.
5. Alexander, N., & Colgate, M. (2000). Retail financial services: transaction to relationship marketing. European Journal of Marketing , 34 (8), pp. 938-953.
6. Goodwin, C., (1987), A Social- Influence Theory of Consumer Perception Cooperation, Advance. Consumer Research, 14, pp. 387-381.
7. Gummesson, E., & Polese, F. (2009). B2B is not an island! Journal of Business & Industrial Marketing , 24 (5), pp. 337-350.
8. Bernard Cova & Marcel Saucet, "The Secret Lives of Unconventional Campaigns: Street Marketing on the Fringe", Journal of Marketing Communications, 2014
9. Josh Sanburn. "The 25 Most Influential Business Management Books". Time, Inc. Retrieved April 12, 2016.
10. Linda S. Wallace (March 12, 1989). "'Guerrilla marketing' gives small firms the edge". Lawrence Journal-World. Retrieved June 5, 2017.
11. Greco, Susan. "30 Seconds with Guerrilla Marketing's Guru". inc.com. New York City: Inc. Retrieved 26 June 2015.

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