TY  - JOUR
U1  - Zeitschriftenartikel, wissenschaftlich - begutachtet (reviewed)
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  -