An investigaton into the relevance of Guerrilla Marketing to small and medium-sized enterprises

Inhaltsverzeichnis (Table of Contents)

• Abstract
• Table of Contents
• Table of figures
• 1. Introduction
• 2. Literature Review
  • 2.1 Marketing Warfare Strategy
  • 2.2 The Term ‘Guerrilla’
  • 2.3 Guerrilla Marketing
    • 2.3.1 Guerrilla Marketing Benefits
    • 2.3.2 Guerrilla Marketing Principles
    • 2.3.3 Non-traditional Guerrilla Advertising Methods
    • 2.3.4 Word-of-mouth Communication
  • 2.4 SME (Small and Medium-sized Enterprise)
  • 2.5 Guerrilla Marketing Relevance to SMEs
    • 2.5.1 Relevance of E-marketplace Guerrilla Marketing to SMEs
  • 2.6 Examples of Guerrilla Campaigns
  • 2.7 Conclusion of Literature Review
• 3. Methodology
  • 3.1 The Research Process
  • 3.2 Problem Definition
  • 3.3 Research Design
    • 3.3.1 Survey
    • 3.3.2 Self-administered Questionnaire
    • 3.3.3 Internet Questionnaire
    • 3.3.4 Question Design
    • 3.3.5 Critique
  • 3.4 Sampling Unit
  • 3.5 Data Collection
  • 3.6 Data Analysis
  • 3.7 Limitations of Methodology
• 4. Findings and Analysis
• 5. Implications of Findings and Analysis
• 6. Comparison between Theory and Practice
• 7. Conclusion
• 8. Further Areas of Research
• 9. References
• 10. Bibliography
• 11. Appendix

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation examines the relevance of guerrilla marketing to small and medium-sized enterprises (SMEs). Its main objective is to investigate the importance of guerrilla marketing in terms of profitability and flexibility for SMEs, and to analyze the role of guerrilla marketing within this sector. Key themes explored in the research include:

• The definition and benefits of guerrilla marketing
• The principles and tactics of guerrilla marketing
• The relevance of guerrilla marketing to SMEs, particularly in the e-marketplace
• Examples of successful guerrilla marketing campaigns
• The impact of guerrilla marketing on profitability and flexibility for SMEs

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1 provides an introduction to the dissertation, outlining its research objectives, methodology, and the significance of the topic.
• Chapter 2 conducts a comprehensive literature review on the topic of guerrilla marketing. It explores the concept of marketing warfare strategy, the term 'guerrilla,' and the evolution of guerrilla marketing. This chapter examines the benefits, principles, and non-traditional advertising methods associated with guerrilla marketing, and it also discusses the importance of word-of-mouth communication in this context.
• Chapter 3 delves into the methodology used for the research. It describes the research process, problem definition, research design, sampling unit, data collection methods, and data analysis techniques. This chapter also addresses the limitations of the chosen methodology.
• Chapter 4 presents the findings and analysis of the research, drawing insights from the data collected through the survey conducted among SMEs in the German market.
• Chapter 5 analyzes the implications of the findings for SMEs. It discusses the practical applications of the study's results and explores how SMEs can benefit from adopting a guerrilla marketing strategy.
• Chapter 6 compares the theoretical framework of guerrilla marketing with its real-world implementation, highlighting the key areas where theory and practice converge and diverge.

Schlüsselwörter (Keywords)

This study focuses on the relevance of guerrilla marketing to SMEs, exploring key concepts such as marketing warfare strategy, non-traditional advertising methods, word-of-mouth communication, and the impact of guerrilla marketing on profitability and flexibility. The research specifically investigates the role of guerrilla marketing in the German SME market and aims to provide practical insights for businesses seeking to leverage this approach for success.