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Guerilla marketing jako nový marketingový trend / Guerilla marketing as a new marketing trend

This diploma thesis examines one of the new trends of contemporary marketing, the so-called guerilla marketing. The theoretical part is devoted to the origin of guerilla marketing, its principles, advantages and disadvantages. Furthermore, I present different types of guerilla marketing and methods of their use. In the practical part, I discuss specific guerrilla campaigns and try to prove the nature of guerilla marketing where ideas can defeat the budget. The last part is devoted to questionnaire survey to determine the awareness of the Czech public about guerilla marketing and analyzed campaigns.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:197451
Date January 2012
CreatorsKoktová, Silvie
ContributorsSkokanová, Dagmar, Novák, Michal
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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