Some Evidence on Unconventional Marketing: Focus on Guerrilla Marketing

Abstract

From years the -postmodern‖ society has registered the transition of the consumer from a passive role to an active one where he is aware and informed on -prosumer‖ or on -value co-creator‖ according to the cooperative concept of the value co-creation put into a win-win logic; the transformation of the society, of the behaviour and the consumption typology have supported the development and the confirmation of particular techniques of communication and marketing which are able to strengthen the tools used for the relationship with the customer as well as the incitement occasion of the subjects that, due to the amount of information which they are involved in, can appear confused and absent-minded. This work analyses, also through the Red Bull case analysis, the potentiality and the role of the unconventional marketing -with particular references to guerrilla marketing, in supporting the communication of companies and creating incentives among the firm and the potential consumers through tools and projects that allow the collection of feedback and information on the market. With the Red Bull case study the authors want highlight the unconventional marketing role in the communication strategy and value co-creation activity. The case highlights the successes of Red Bull Company using unconventional marketing tools to deliver the value proposition toward the customers.

‘Fake news’ meets tourism: a proposed research agenda

“…While the example made might lead to temporary positive results in terms of marketing, both individual tourism organisations and the wider local tourism industry could find themselves paying the consequences of the practise of 'fake news'. Furthermore, false reviews of tourism businesses and services, guerrilla marketing strategies [7] and click-baiting techniques based on 'fake news' provide further examples of this issue on different levels.…”

Guerrilla marketing’s effects on Gen Y’s word-of-mouth intention – a mediation of credibility

“…It employs a combination of tools such as public relations, advertising and marketing into an offensive strategy to reach consumers through a variety of means, such as attention-getting street graphics, strange occurrences, memorable events, buzz, viral marketing, etc. (Chionne and Scozzese, 2014). Among them, word-of-mouth (WOM) marketing plays an exceptionally pivotal role.…”

Guerrilla marketing tools in financial service organizations

“…Most respondents believe that creativity is paramount for that type of marketing, which is also indicated in the literature. Chionne and Scozzese (2014) consider that guerrilla marketing is based on original and creative ideas, an innovative approach, completely different from the past, in order to perceive and understand this phenomenon emerging in society. Sinha and Choudhury (2019) point out that guerrilla marketing is a way to attack competitors in a way that maintains their impact long, it is the use of common tactics to grab the brand, draw the attention of customers, increase brand awareness.…”