@article{article_581971, title={THE UNOFFICIAL WEAPON OF MARKETING COMMUNICATION: GERILLA MARKETING}, journal={Erzincan Binali Yıldırım Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi}, volume={1}, pages={33–43}, year={2019}, author={Özkan Pir, Esra}, keywords={Pazarlama, Pazarlama İletişimi, Gerilla Pazarlama}, abstract={<p class="MsoNormal" style="text-align:justify;text-indent:19.85pt;">Emerging market conditions, consumer demands and expectations lead enterprises to carry out more effective activities. In today’s world, traditional marketing has started to lose its effects and guerrilla marketing has emerged, which is both cost effective and impressive. Guerilla marketing is a sensational technique that prevents the client from imitating itself through the methods that are used, which impresses the customer with low cost and creative methods. Guerrilla marketing; is the marketing philosophy that can affect the customer with interesting <br />tactics that the creative methods cannot be imitated. Companies using this method that can get the place they want in the mind of their customers according to their competitors. In this way, it is possible to change customer’s habits and make systematic works in order to buy their own brands. In this study examining how guerrilla marketing strategies are used in integrated marketing communication; a detailed description of guerrilla marketing, emergence, and development, differences from traditional marketing, application areas, operation and communication techniques in guerrilla marketing are given in detail. <br /> </p> <p> </p>}, number={1}, publisher={Erzincan Binali Yıldırım Üniversitesi}