Pemasaran Gerilya (Guerilla Marketing) Sebagai Alternatif Pemasaran Konvensional

Authors

  • James Rianto Situmorang

DOI:

https://doi.org/10.26593/jab.v12i2.2369.%25p

Abstract

Conventional marketing carried out by companies often require huge costs. Companies advertise their products on television, spread flyers and billboards in many places, conduct sales promotion like crazy, and so forth. Smaller companies generally have a modest marketing budget so it is difficult to compete with the marketing done by large companies. Some small companies try to find an alternative to using non-conventional ways of marketing, known as guerrilla marketing. One characteristic of guerrilla marketing is a low cost but has elements, creative, sensation, unique, humor, and surprises. Nowadays, guerrilla marketing is also done by major companies such as McDonald's, Nike, FedEx and many others.

  

Author Biography

James Rianto Situmorang

  

References

Baltes, G., Leibing, I.,2007, Guerilla marketing for information services, New Library World, Vol. 100 No. 1/2, 46-55.

Dahlen, M., Granlund, A., Grenros, M., 2009, The consumer-perceived value non tradisional media:effects of brand reputation, appropriateness and expense, Journal of Consumer Marketing, Vol.26 No.3.

Levinson, J.C., 1984, Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business, Houghton Mifflin (Boston, MA).

Lin, Z., Veil, S., 2007, Guerilla Marketing and the Aqua Teen Hunger Force Fiasco, Public Relations Quarterly, Vol.51 No.4, 8-11.

Nufer, G., 2013, Guerilla Marketing-Innovative or Parasitic Marketing? Modern Economy, Vol.4, 1-6.

Singhal, S., Tiwari, A., 2013, Guerilla marketing in commercial transportation, International Journal of Marketing and Technology, Vol.3 Issue 6, 16-31.

Downloads

Published

2018-03-01

Issue

Section

Articles