The diploma thesis introduces Guerilla marketing as an unconventional method of commercial communication. The basics of traditional marketing are described in the first part of the work. Afterwards, the types of Guerilla marketing are presented whereas their advantages and possibilities are identified using practical examples. The consumers attitude toward the unconventional commercial communication is analyzed with the help of executed survey.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:72172 |
| Date | January 2011 |
| Creators | Klimeš, Tomáš |
| Contributors | Postler, Milan, Pošepná, Tereza |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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