The publication shows summary of the historical development of marketing and the latest marketing methods of 21st century. This work assesses households' access to selected information and communication technologies, and proposes a business opportunity in the area of multimedia.

The first part of this thesis is devoted to the theoretical definition of marketing, marketing communications, and the very concept of guerilla marketing and its historical development. The following sections describe the various forms of guerilla marketing that are demonstrated in foreign, as well as Czech campaigns. The practical part is devoted to developing a communication campaign with the internet portal Posilka.tv, which was created and implemented by an advertising agency nWave s.r.o., using theoretical knowledge from the previous sections and thus offering their practical application.

The objective of the diploma thesis is to find out the general utilization of Guerilla Marketing. It focuses particularly on attitudes of companies and customers dealing with this nontraditional form of marketing communication. Finally it compares these attitudes with utilization of traditional forms of Communication Mix. The theoretical part focuses on history of communication, communication process, traditional communication mix, guerilla marketing and their mutual comparison. It is followed by practical part, which focuses on knowledge of approaches and utilization of guerilla marketing in six interviewed companies of different fields and sizes. Attitudes of consumers on traditional forms of marketing communication are derived from the secondary research, based on MML -- TGI data. The secondary research is followed by the primary research., which finds out the approach and the knowledge of guerilla marketing of customers. It compares this approach with their knowledge of traditional communication mix. The questionnaire was distributed through email to 200 consumers in total and was evaluated by 168 customers. The diploma thesis is concluded by complete evaluation, which at first highlights the effectivness of utilization of traditional advertising in television in the near future. Aditionally it takes in consideration opportunities of internet and social networks future and integration of guerilla marketing into the traditional forms of promotion. In conclusion author suggests few recommendations for companies, who want to use guerilla marketing in the future.

Dans l'historiographie de la Résistance, le territoire n'a pas été un véritable objet d'étude. Les aspects politiques ayant les faveurs des historiens, cet essai, qui a pour cadre le département de l'Isère, tente de combler ce vide en introduisant des problématiques liées à la géographie. Des territoires d'usage ont été déterminés, portés par des relations sociales nées avant-guerre. Les valeurs politiques, sportives, voire les antécédents familiaux, portent les germes de réactions à l'encontre de Vichy et/ou des Occupations. Après le temps long des valeurs, des ruptures ont été identifiées : la défaite et les privations humiliantes concourent à engager un processus de transgression diffus. Ainsi, cette étude a distingué deux groupes pour clarifier ce phénomène. Le groupe d'appartenance, qui a pour marqueur premier l'adhésion, se caractérise également par les dissensions variables entretenues avec le groupe de référence, qui pour des raisons particulières laissa les actes de transgression les plus tangibles entre les mains du premier groupe. Le groupe d'appartenance dispose d'un espace construit par des Mouvements qui proposent leurs alternatives. Un territoire de la transgression est donc créé, avec empirisme. Les caractéristiques topographiques du département de l'Isère oscillent distinctement entre plaines et haute montagne. Ainsi, ce territoire, qui accueille une centaine de hameaux et des villes importantes, dans l'ombre de Lyon, contribua à créer une Résistance spécifique qui se lova sur ce terrain. Des G.F. urbains aux camps de réfractaires peu armés, une vaste nébuleuse de transgressions a été ici inventoriée afin de clarifier le phénomène Résistant en Isère. / In the histography of the Resistance, territory was not a subject that was really studied. As the political aspects were the favourite topics of historians, this essay, set within the framework of the department of Isère, attempts to fill this void by introducing issues linked to geography. The space in which the Resistance tried to impose its own standards brings a new approach. The territories involved were determined, bom of complex social pre-war relationships. Politics, and even family antecedents, carried the seeds of the reaction against Vichy and/or the Occupations. After a long period where these values predominated, cracks were appearing : defeat, the humiliating deprivations, all combined to trigger a diffused transgression process. This analysis thus distinguishes between two groups to clarify a complex phenomenon. A membership group, whose main distinguishing feature is affiliation, is also characterised by variable differences of opinion with respect to the reference group, which for their own reasons left the most tangible acts of transgression in the bands of the first group. The membership group was built via Movements where organisations offered their alternatives. A transgression territory was therefore created, with empiricism. The topographical characteristics of the Department of Isère vary distinctly between plains and mountains. This territory, home to some 100 hamlets and towns, in the shadow of Lyon, contributed to creating a specific Resistance. From urban G.F. to lightly armed mobile squads, a vast sphere of transgressions is inventoried here to clarify the Resistance phenomenon.

The practicum explores 21st century retail design, with a specific focus on the emerging typology of guerilla retail. Through methodologies and performance theory from theatre, guerilla retail design is examined. The project was developed to explore a current disconnect that exists between producer and consumer. This disconnect has arisen out of a number of factors including, the geographical distance between producer and consumer and the lack of information provided to consumers about products. Ideas and theories from various forms of Guerilla theatre are examined to enhance the experience of the retail environment, creating a deeper emotional connection to the product, consumer, producer and act of shopping. A retail model is explored in three different sites to demonstrate the versatility. Through low construction cost, quick assembly and the strong impact of experience, this guerilla retail model aids these producers to survive in the midst of a globalized world.

Inledning: En förväntning är en sinnesstämning som människor känner kring något eller någon innan de kommer i kontakt med objektet. Detta grundar sig i många fall i en positiv känsla över hur något kommer att bli och har vissa krav som den ämnar leva upp till. Varje dag utsätter människan sig för situationer där förväntningar skapas. Förväntningar kan även mätas innan, under, samt efter någonting utförts. Du kan till exempel gå in med en rad förväntning innan du utför ett uppdrag vilka självklart hänger med genom hela processens gång. Under en kampanj kan det kännas att det matchar exakt dina förväntningar eller kanske skiljer sig markant. Under själva processen är det även vanligt att nya förväntningar uppkommer. Efter själv uppdraget känns det ofta som att förväntningarna är uppfyllda eller inte. Vid utförandet av en kampanj kan företaget leverera en väldigt bra kampanj som uppfyller många krav, men det var inte som kunden hade förväntat sig och således medför det en negativ påverkan på förväntningarna. Kampanjen kan även slå snett och således direkt påverka kundens förväntningar till de sämre. Eller så är kampanjen inte speciellt bra, men det var mer än vad kunden hade förväntat sig och således blev deras förväntningar överträffade. Gerillamarknadsföring syftar till att utföra en okonventionell marknadsföringskampanj som står ut från de normala normer och regler som följs i traditionell marknadsföring. Syftet är att utföra en jämförande studie av de utvalda fallkampanjerna för att ta reda på om intervjuobjektens förväntningar stämmer överens med resultatet. Metod: En kvalitativ forskningsansats har valts för just denna studie då det syftar till att undersöka och studera hur förväntningar i våra fallkampanjer stämmer överens med deras resultat. Vår studie tar sin utgångspunkt i en icke-dualistisk ontologi med ett det abduktiva förhållningssättet. Tre stycken gerillakampanjer har granskats och för insamlingen av det empiriska materialet har semi-strukturerade intervjuer och telefonintervjuer tillämpats.    Resultat: Det visade sig att alla aktörer i samtliga kampanjer fick sina förväntningar uppfyllda eller överträffade, detta beror på att dem alla gick in i kampanjerna med olika erfarenheter och krav på sina förväntningar. Det går även att avläsa att alla är nöjda med gerillamarknadsföringens genomslag och kommer att använda sig av detta igen. / Introduction: An expectation is a frame of mind that people feel about something or someone before they are in contact with the object. This takes ground in a positive feeling over how something is going to be or demands they will live by. Every day people are exposed for situations when expectations are created. Expectations can be measured before, under and after something is completed. You can build up a range of expectations before you complete a mission, which is a given through the whole process. During the campaign it can feels like it matches your expectations or maybe distinguishes significant. During the process it is usual that new expectations discovers. After the mission you can see if the expectations was satisfying or not. Throughout the campaign the company can either deliver a splendid campaign that satisfies many demands but it wasn´t anything that the customer expected and therefore it had a negative effect on their expectations. The campaign can also turn out awry and directly affect the customer’s expectation for the worse and on the other way, the campaign can turn out not so good and still be more then the customer expected. This will result in that the customer’s expectations were exceeded. Guerrilla marketing aims to perform an unconventional marketing campaign that stands out from the social norms and rules, which are followed, in traditional marketing.   The purpose is to accomplish a comparative study of selected cases campaigns to find out if the interview objects expectations are consistent with the results. Methodology: A qualitative research approach has been chosen for this particular study as it aims to investigate and study how the expectations in our campaigns agree with their results.  Our study take it´s ground in a non-dualistic ontology with the abductive approach. Three guerrilla-campaigns have both been criticized and we have used semi-structured interviews and telephone interviews to collect empirical data.    Results: It turned out that all participants in the campaigns got their expectations filled or exceeded, this can be since every participant entered the campaign with different experiences and demand on their expectations. It is also accessible to see that everyone is pleased with the effect of guerilla marketing and will use it again.

The practicum explores 21st century retail design, with a specific focus on the emerging typology of guerilla retail. Through methodologies and performance theory from theatre, guerilla retail design is examined. The project was developed to explore a current disconnect that exists between producer and consumer. This disconnect has arisen out of a number of factors including, the geographical distance between producer and consumer and the lack of information provided to consumers about products. Ideas and theories from various forms of Guerilla theatre are examined to enhance the experience of the retail environment, creating a deeper emotional connection to the product, consumer, producer and act of shopping. A retail model is explored in three different sites to demonstrate the versatility. Through low construction cost, quick assembly and the strong impact of experience, this guerilla retail model aids these producers to survive in the midst of a globalized world.

Master-Arbeit Univ. St. Gallen, 2006.

Master´s thesis Viral and Guerilla Marketing in Culture rises on the definiton of viral marketing as a way of spreading information and guerilla marketing as an attitude. Viral spreading of the information is as old as the advertisment itself but new media provided another dimension and context. For art viral and guerilla marketing represent utilized capacity as culture can take advantage of its viral character (spreading) and guerilla character (fight for a better world, surprise moment, search for new ways of promotion). Basic statement of this thesis is that cultural organizations do not trade on the potential of viral and guerilla marketing. The statement was confirmed by analysing the audience of arts, specifics of arts marketing compared to the marketing of goods, defining viral´s and guerilla´s strong points and weaknesses, activation of the public space in favor of arts and in last but not least analysing of the case studies and research of knowledge and usage of viral marketing in Czech arts organizations.

This diploma thesis with selected marketing tools and legal regulation of unfair competition according to the Commercial code. Whole thesis is divided into two parts. Basic terms important for understanding of issue of unfair competition ac-cording to the Commercial code are analysed in theoretical part. Specifically this dis-sertation aims at selected facts of the case that are described in characterised more detailed. Furthermore, the marketing tools: advertising, guerrilla marketing and viral marketing are explained here. Practical part consists of an evaluation of chosen ad-vertising campaigns from point of view of marketing and legal. A summary of the most common mistakes in marketing communication from point of view of unfair competition and subsequent recommendation of using selected tools from the per-spective of unfair competition action is included as well.