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Guerrilla Marketing Effects on Consumer Purchase Intention of Gen Y - Softcover

Kathireshan, Powrani; Kennedy, Florence Bharathy

 
9786139856435: Guerrilla Marketing Effects on Consumer Purchase Intention of Gen Y
Softcover
ISBN 10: 6139856434 ISBN 13: 9786139856435
Verlag: LAP LAMBERT Academic Publishing, 2018

Inhaltsangabe

Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. The original term was coined by Jay Conrad Levinson in his 1984 book 'Guerrilla Advertising'. Street marketing is a subset of guerrilla marketing. Like guerrilla marketing, street marketing has the characteristic of being unconventional.[25] However, it is limited to the streets or public places. Other forms of guerrilla marketing use other media and processes, such as the Internet, to establish communication with the customers.

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Über die Autorin bzw. den Autor

Powrani Kathireshan (BBA) is an Assistant Lecturer in Department of Management, Faculty of Commerce and Management, Eastern University, Sri Lankaand Florence Bharathy Kennedy (MBA, BBA) is a Senior Lecturer in Department of Management, Faculty of Commerce and Management, Eastern University, Sri Lanka. She has published many research.

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Verlag
LAP LAMBERT Academic Publishing
Erscheinungsdatum
2018
Sprache
Englisch
ISBN 10 
6139856434
ISBN 13 
9786139856435
Einband
Taschenbuch
Anzahl der Seiten
100
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
SIA OmniScriptum Publishing
customerservice@vdm-vsg.de

Brivibas gatve 197
Riga
1039
Lettland