Guerrilla marketing trends for sustainable solutions: evidence from SEM-based multivariate and conditional process approaches

Guerrilla marketing trends for sustainable solutions: evidence from SEM-based multivariate and conditional process approaches

In today’s competitive environment, the marketing is an imperative tool for the survival and sustainable growth of any business or product. The objective of the undertaken research is to investigate the guerrilla marketing techniques for small and medium enterprises (SMEs), and their impact on cons...

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Bibliographic Details
Main Authors: Rizwan Raheem Ahmed, Jawaid Ahmed Qureshi, Dalia Štreimikienė, Jolita Vveinhardt, Riaz Hussain Soomro
Format: Article
Language:English
Published: Vilnius Gediminas Technical University 2020-05-01
Series:Journal of Business Economics and Management
Subjects:
guerrilla marketing techniques
street graphics
strange occurrences
memorable events
viral marketing
brand awareness
Online Access:https://journals.vgtu.lt/index.php/JBEM/article/view/10730

Internet

https://journals.vgtu.lt/index.php/JBEM/article/view/10730

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