TY - JOUR U1 - Wissenschaftlicher Artikel A1 - Nufer, Gerd T1 - Innovative digital guerrilla marketing JF - International journal of innovation, management and technology : IJIMT N2 - Guerrilla marketing is the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact – in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. Digital marketing tools such as social media provide new ways and promising opportunities for innovative guerrilla marketing. This article provides an overview of innovative digital guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples as well as developmental trends. KW - guerrilla marketing KW - digital marketing KW - social media marketing KW - innovative marketing Y1 - 2021 UN - https://nbn-resolving.org/urn:nbn:de:bsz:rt2-opus4-32121 SN - 2010-0248 SS - 2010-0248 U6 - https://doi.org/10.18178/ijimt.2021.12.3.907 DO - https://doi.org/10.18178/ijimt.2021.12.3.907 VL - 12 IS - 3 SP - 40 EP - 44 S1 - 5 PB - IACSIT Press CY - Singapore ER -