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Satış Stratejilerinin Oluşturulması ve Uygulanmasında Gerilla Pazarlamanın Önemi

Yıl 2024, Cilt: 11 Sayı: 20, 1 - 18, 11.07.2024
https://doi.org/10.54709/jobesam.1332056

Öz

Teknolojik ilerlemeler ve dönüşen küresel dinamikler, hem ürün hem de hizmet sunan işletmeler için yeni zorluklar ve fırsatlar yaratmaktadır. Bu bağlamda, işlevsellik ve somut özellikler artık temel bir farklılaşma stratejisi olmaktan uzaklaşmış, pazarlama faaliyetleri ise başarıya ulaşmanın kritik bir parçası haline gelmiştir. Günümüzde, geleneksel pazarlama yöntemlerinin etkinliğini yitirdiği, tüketici davranışlarının değiştiği bir dönemde, sınırlı bir bütçeye sahip olan ancak büyük hayalleri olan girişimciler için gerilla pazarlama, ideal bir pazarlama stratejisi olarak değerlendirilmektedir. Özellikle küçük ve orta ölçekli işletmelerde kullanılan gerilla pazarlama, küçük ancak etkileyici ataklarla diğer rakiplerin moralini bozmayı ve piyasada kendine bir yer edinmeyi hedefler. Bu strateji, sıra dışı fikirlerle dikkat çekmeyi, rakiplerden farklılaşmayı ve tüketiciye unutulmaz bir deneyim sunmayı amaçlar. Gerilla pazarlama, yaratıcılığı ve esnekliği bir araya getirerek, sınırlı kaynaklarla büyük etki yaratma potansiyeline sahiptir. Böylece küçük işletmeler, daha az maliyetle ve yaratıcı yaklaşımlarla büyük başarılar elde edebilirler. Bu çalışmada ilgili literatür taranarak, günümüz rekabetçi iş dünyasında firmaların ayakta kalabilmesi, rekabet üstünlüğü elde edebilmesi ve marka başarısını artırabilmesi için gerçekleştirmeleri gereken stratejilere odaklanmaktadır. Derleme makale türünde hazırlanan bu çalışmada, ürün veya hizmet sunumu sürecindeki çeşitli evrelerin - üretim, ürün geliştirme, satış ve pazarlama - her birinin önemi vurgulanmakta ve özellikle pazarlama stratejisinin, ürünün piyasaya sürülmesi ve sonrasındaki başarısı üzerindeki etkisi incelenmektedir. Geleneksel yaklaşımlardan farklı olarak, gerilla pazarlama anlayışının yaratıcı ve yenilikçi pazarlama stratejileri sunma potansiyeli tartışılmaktadır. Özetle, bu derleme, rekabetçi iş dünyasında sürdürülebilir başarıya ulaşmanın ve pazarda elde edilecek başarıyı pekiştirmenin, özgün ve yenilikçi pazarlama yöntemlerini benimseme yeteneğine bağlı olduğunu ortaya koymaktadır

Kaynakça

  • Balasubramanian, S. K. (1994). Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of Advertising, 23(4), 29-46.
  • Baltes, G., & Leibing, C. (2008). Guerrilla marketing for information services? New Library World, 109(1/2), 7-18. Barışık, S. ve Yirmibeşcik, O. (2006). Türkiye’de yeni ekonominin oluşum sürecini hızlandırmaya yönelik uyum çabaları. Uluslararası Yönetim İktisat ve İşletme Dergisi, 2(4), 39-62.
  • Behal, V. ve Sareen, S. (2014). Guerilla marketing: A low cost marketing strategy. International Journal of Management Research and Business Strategy, 3(1), 1-6.
  • Brown, S. (2009). Social media marketing: strategies for engaging in Facebook, Twitter & Other Social Media. Que Publishing.
  • Chionne, R. ve Scozzese, G. (2014). Some evidence on unconventional marketing: Focus on guerrilla marketing. International Business Research, 7(12), 153-166.
  • Davis, A., & Dunn, M. (2021). "Guerrilla Marketing: Gaining a Competitive Edge in a Saturated Market". International Journal of Business Strategy, 21(4), 65-81.
  • De Pelsmacker, P., Geuens, M., & Van den Bergh, J. (2007). Marketing Communications: A European Perspective. Pearson Education.
  • Durukan, T. & Hamşioğlu, A. B. (2015). Pazar yönlülük, pazarlama yeteneklerinin rekabet avantajı elde etmede ihracat performansı üzerine etkileri: Ankara ili ihracat işletmelerinde bir uygulama. Ekonomi İşletme Siyaset ve Uluslararası İlişkiler Dergisi, 1(2), 1-19.
  • Farouk, F. (2012). The role of guerrilla marketing strategy to enrich the aesthetic and functional values of brand in Egyptian market. International Design Journal, 2(1), 111-119.
  • Gedik, Y. (2020). Gerilla pazarlama: araçları, avantajları ve stratejileri üzerine teorik bir çerçeve. Çağ Üniversitesi Sosyal Bilimler Dergisi, 17(2), 68-86.
  • Gilmore, A. (2007). Entrepreneurial and SME marketing. Journal of Research in Marketing and Entrepreneurship, 9(3), 137-145.
  • Güleş, H. K. & Özilhan, D. (2010). Kaynak temelli teori bağlamında üretim ve pazarlama stratejilerinin işletme performansı üzerine etkisinin incelenmesi. Sosyal Ekonomik Araştırmalar Dergisi, 10(19), 477-490.
  • Holt, D. B. (2004). How brands become icons: The principles of cultural branding. Harvard Business Hughes, G., & Fill, C. (2007). Redefining the nature and format of the marketing communications mix. The Marketing Review, 7(1), 45-57.
  • Hughes, M. (2005). Buzzmarketing: Get People to Talk About Your Stuff. Portfolio.
  • Inganga, M. ve Kibe, L. (2023). Nexus between public relations and sales performance: Evidence of marketing strategies used by insurance brokers in Kenya. East African Journal of Business and Economics, 6(1), 91-99.
  • Isaac, A. A. (2014). Analysis of guerrilla and traditional marketing interface in improving the productivity of organizational marketing in small and medium size enterprises (SMEs) in Nigeria. Journal of Small Business and Entrepreneurship Development, 2(1), 175-190.
  • Johnson, L. W., & Lee, M. Y. (2021). Guerrilla Marketing in the Digital Age: Opportunities and Challenges. Journal of Interactive Marketing, 53, 42-56.
  • Jones, P., & Comfort, D. (2022). Navigating the risks of guerrilla marketing: a strategic perspective. International Journal of Marketing Studies, 14(1), 1-12.
  • Kaplan, A. M., & Haenlein, M. (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. Business Horizons, 54(3), 253-263.
  • Karrh, J. A., McKee, K. B., & Pardun, C. J. (2003). Practitioners' evolving views on product placement effectiveness. Journal of Advertising Research, 43(2), 138-149.
  • Kaşlı, M., İlban, M. O. ve Şahin, B. (2009). Modern pazarlama stratejileri: AB ve Türk turizmi. Elektronik Sosyal Bilimler Dergisi, 8(27), 79-98.
  • Kavaratzis, M., & Ashworth, G. J. (2005). City branding: An effective assertion of identity or a transitory marketing trick? Tijdschrift voor economische en sociale geografie, 96(5), 506-514.
  • Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
  • Kim, J., & Ko, E. (2020). Leveraging augmented reality and virtual reality in guerrilla marketing: A Review and Research Agenda. Journal of Business Research, 112, 246-256.
  • Kotler, P. (2011). Philip Kotler’s contributions to marketing theory and practice. In Review of Marketing Research: Special Issue–Marketing Legends (pp. 87-120). Emerald Group Publishing Limited.
  • Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
  • Kozinets, R. V., Sherry, J. F., DeBerry-Spence, B., Duhachek, A., Nuttavuthisit, K., & Storm, D. (2002). Themed flagship brand stores in the new millennium: Theory, practice, prospects. Journal of Retailing, 78(1), 17-29.
  • Kraidy, M., & Murphy, P. (2008). Transnational advertising and ınternational relations: us media, arabic-language networks, and the construction of culture and ıdentity. International Communication Gazette, 70(3), 199-215.
  • Kutz, A., Schultz, C., & Roedder John, D. (2012). The power of the unexpected: When unfamiliarity enhances consumer involvement and perceptions of products. Journal of Consumer Research, 39(2), 395-410.
  • Levinson, J. C. (1984). Guerrilla marketing: easy and ınexpensive strategies for making big profits from your Small Business. Houghton Mifflin.
  • Levinson, J. C. ve Hanley, P. R. J. (2005). Gerilla pazarlama devrimi. Yasemin Fletcher (Çev.) İstanbul: MediaCat Yayınları.
  • Levinson, J. C., & Gibson, S. (2023). Measuring the effectiveness of guerrilla marketing Strategies. Journal of Marketing Metrics, 11(2), 123-139.
  • Li, X., & Green, R. D. (2021). Authenticity in guerrilla marketing: a consumer perspective. Journal of Innovative Marketing, 17(2), 289-303.
  • Martinez, L. F., & Pina, J. M. (2023). Cultural dimensions in guerrilla marketing: strategies for global success. International Journal of Advertising, 42(1), 147-165.
  • McCormick, G. H. ve Berger, M. T. (2019). Ernesto (Che) Guevara: The Last “Heroic” Guerrilla. Studies in Conflict & Terrorism, 42(4), 336-362.
  • Milak, A. ve Dobrinić, D. (2017). Customer perception of guerilla marketing. International Journal of Multidisciplinarity in Business And Science, 3(4), 18-24.
  • Nufer, G. (2013). Event Marketing in IMC. Springer.
  • Nufer, G. ve Bender, M. (2008). Guerilla Marketing (No. 2008-05). Reutlinger Diskussionsbeiträge zu Marketing & Management.
  • Nufer, G., & Bühler, A. (2013). Ambush marketing in sports. Routledge.
  • Özveren, M. ve Ataç, K. K. (2023). Gerilla savaşının stratejisini anlamak: Tet Saldırısı Örneği, 1968. Güvenlik Stratejileri Dergisi, 19(44), 181-212.
  • Patel, N., & Patel, P. (2018). Influencer Marketing and Guerrilla Tactics: An Integrative Approach. Influencer Marketing Review, 2(1), 45-59.
  • Percy, L., & Rosenbaum-Elliott, R. (2018). Strategic Advertising Management. Oxford University Press.
  • Ramirez, E. (2017). Building brand communities: how organizations succeed by creating belonging. Rowman & Littlefield.
  • Raymond, M., & Lauterborn, R. (1993). Guerrilla marketing: combining unconventional strategies with traditional advertising. Journal of Advertising Research, 33(5), 21-30.
  • Robinson, R. & Stubbs, W. (2014). Ethical considerations in guerrilla marketing strategies. Journal of Business Ethics, 123(2), 221-234.
  • Robinson, S. R., & Smith, J. H. (2020). Ethical considerations in guerrilla marketing: navigating the fine line. Journal of Business Ethics, 162(3), 551-568.
  • Rosen, E. (2009). The anatomy of buzz revisited: Real-life lessons in word-of-mouth marketing. Crown Business.
  • Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67.
  • Selan, C. V. P., Lapian, S. L. H. V. J. & Gunawan, E. M. (2021). The effects of guerilla marketing on consumer purchase ıntention with brand awareness as a mediating variable in Pt. Solusi Transportasi Indonesia (Grab). Jurnal EMBA, 9(4), 385-396.
  • Serrano, M., & Rivas, J. A. (2019). Guerrilla marketing and its effects on consumer behavior. International Journal of Marketing, Communication and New Media, 7(13), 100-116.
  • Sethi, R., & Sisodia, R. S. (2016). Does marketing need reform? fresh perspectives on the future. Routledge.
  • Shank, M. D. (1999). Sports marketing: A strategic perspective. Prentice Hall.
  • Smith, Keri. (2007). The Guerilla Art Kit. New York: Princeton Architectural Press.
  • Şekeroğlu, S. ve Özüdoğru, H. (2018). Pazarlamanın bilinçaltı: karanlık pazarlama. 3rd International Research Congress On Social Sciences, 334-340.
  • Şimşek, G. (2007). Pazarlama İletişimi “Gayrı–Resmi” Silahı: tuzak pazarlama ve uygulanan stratejiler. Selçuk İletişim, 5(1), 135-143.
  • Tek, Ö. B. ve Özgül, E. (2008). Modern pazarlama ilkeleri uygulamalı yönetimsel yaklaşım, 3. Baskı. İzmir: Birleşik Matbaacılık.
  • Thomas, D., & Akbar, F. (2018). E-Commerce marketing: how to drive traffic that buys to your website. Wiley.
  • Thompson, D. V., Mittal, V., & Tang, Z. (2022). Guerrilla marketing and brand perception: a holistic perspective. Journal of Brand Management, 29(3), 321-335.
  • Wendland, L. (2016). A common ground in guerilla marketing-state of research and further research opportunities. Junior Management Science, 1(1), 34-59.
  • Yüksekbilgili, Z. (2011). Gerilla pazarlama: Kuramsal bir çerçeve. Anadolu Bil Meslek Yüksekokulu Dergisi, (22), 49-54
  • Zhang, Y., & Chen, H. (2019). Sustaining the Impact: Long-term Effects of Guerrilla Marketing. Marketing Intelligence & Planning, 37(5), 515-528.

The Importance of Guerrilla Marketing in Creating and Implementing Sales Strategies

Yıl 2024, Cilt: 11 Sayı: 20, 1 - 18, 11.07.2024
https://doi.org/10.54709/jobesam.1332056

Öz

Technological advances and transforming global dynamics create new challenges and opportunities for businesses that offer both products and services. In this context, functionality and tangible features have no longer been a basic differentiation strategy, and marketing activities have become a critical part of achieving success. Today, in a period when traditional marketing methods are losing their effectiveness and consumer behavior is changing, guerrilla marketing is considered an ideal marketing strategy for entrepreneurs who have a limited budget but have big dreams. Guerilla marketing, used especially in small and medium-sized businesses, aims to demoralize other competitors and gain a place in the market with small but impressive attacks. This strategy aims to attract attention with extraordinary ideas, differentiate from competitors and offer the consumer an unforgettable experience. By combining creativity and flexibility, guerrilla marketing has the potential to create great impact with limited resources. Thus, small businesses can achieve great success with less cost and creative approaches. This study scans the relevant literature and focuses on the strategies that companies need to implement in order to survive in today's competitive business world, gain competitive advantage and increase brand success. This study, prepared in the form of a review article, emphasizes the importance of each of the various stages in the product or service offering process - production, product development, sales and marketing - and specifically examines the impact of the marketing strategy on the launch and subsequent success of the product. Unlike traditional approaches, the potential of guerrilla marketing to offer creative and innovative marketing strategies is discussed. In summary, this review reveals that achieving sustainable success in the competitive business world and consolidating success in the market depends on the ability to adopt original and innovative marketing methods.

Kaynakça

  • Balasubramanian, S. K. (1994). Beyond advertising and publicity: Hybrid messages and public policy issues. Journal of Advertising, 23(4), 29-46.
  • Baltes, G., & Leibing, C. (2008). Guerrilla marketing for information services? New Library World, 109(1/2), 7-18. Barışık, S. ve Yirmibeşcik, O. (2006). Türkiye’de yeni ekonominin oluşum sürecini hızlandırmaya yönelik uyum çabaları. Uluslararası Yönetim İktisat ve İşletme Dergisi, 2(4), 39-62.
  • Behal, V. ve Sareen, S. (2014). Guerilla marketing: A low cost marketing strategy. International Journal of Management Research and Business Strategy, 3(1), 1-6.
  • Brown, S. (2009). Social media marketing: strategies for engaging in Facebook, Twitter & Other Social Media. Que Publishing.
  • Chionne, R. ve Scozzese, G. (2014). Some evidence on unconventional marketing: Focus on guerrilla marketing. International Business Research, 7(12), 153-166.
  • Davis, A., & Dunn, M. (2021). "Guerrilla Marketing: Gaining a Competitive Edge in a Saturated Market". International Journal of Business Strategy, 21(4), 65-81.
  • De Pelsmacker, P., Geuens, M., & Van den Bergh, J. (2007). Marketing Communications: A European Perspective. Pearson Education.
  • Durukan, T. & Hamşioğlu, A. B. (2015). Pazar yönlülük, pazarlama yeteneklerinin rekabet avantajı elde etmede ihracat performansı üzerine etkileri: Ankara ili ihracat işletmelerinde bir uygulama. Ekonomi İşletme Siyaset ve Uluslararası İlişkiler Dergisi, 1(2), 1-19.
  • Farouk, F. (2012). The role of guerrilla marketing strategy to enrich the aesthetic and functional values of brand in Egyptian market. International Design Journal, 2(1), 111-119.
  • Gedik, Y. (2020). Gerilla pazarlama: araçları, avantajları ve stratejileri üzerine teorik bir çerçeve. Çağ Üniversitesi Sosyal Bilimler Dergisi, 17(2), 68-86.
  • Gilmore, A. (2007). Entrepreneurial and SME marketing. Journal of Research in Marketing and Entrepreneurship, 9(3), 137-145.
  • Güleş, H. K. & Özilhan, D. (2010). Kaynak temelli teori bağlamında üretim ve pazarlama stratejilerinin işletme performansı üzerine etkisinin incelenmesi. Sosyal Ekonomik Araştırmalar Dergisi, 10(19), 477-490.
  • Holt, D. B. (2004). How brands become icons: The principles of cultural branding. Harvard Business Hughes, G., & Fill, C. (2007). Redefining the nature and format of the marketing communications mix. The Marketing Review, 7(1), 45-57.
  • Hughes, M. (2005). Buzzmarketing: Get People to Talk About Your Stuff. Portfolio.
  • Inganga, M. ve Kibe, L. (2023). Nexus between public relations and sales performance: Evidence of marketing strategies used by insurance brokers in Kenya. East African Journal of Business and Economics, 6(1), 91-99.
  • Isaac, A. A. (2014). Analysis of guerrilla and traditional marketing interface in improving the productivity of organizational marketing in small and medium size enterprises (SMEs) in Nigeria. Journal of Small Business and Entrepreneurship Development, 2(1), 175-190.
  • Johnson, L. W., & Lee, M. Y. (2021). Guerrilla Marketing in the Digital Age: Opportunities and Challenges. Journal of Interactive Marketing, 53, 42-56.
  • Jones, P., & Comfort, D. (2022). Navigating the risks of guerrilla marketing: a strategic perspective. International Journal of Marketing Studies, 14(1), 1-12.
  • Kaplan, A. M., & Haenlein, M. (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. Business Horizons, 54(3), 253-263.
  • Karrh, J. A., McKee, K. B., & Pardun, C. J. (2003). Practitioners' evolving views on product placement effectiveness. Journal of Advertising Research, 43(2), 138-149.
  • Kaşlı, M., İlban, M. O. ve Şahin, B. (2009). Modern pazarlama stratejileri: AB ve Türk turizmi. Elektronik Sosyal Bilimler Dergisi, 8(27), 79-98.
  • Kavaratzis, M., & Ashworth, G. J. (2005). City branding: An effective assertion of identity or a transitory marketing trick? Tijdschrift voor economische en sociale geografie, 96(5), 506-514.
  • Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.
  • Kim, J., & Ko, E. (2020). Leveraging augmented reality and virtual reality in guerrilla marketing: A Review and Research Agenda. Journal of Business Research, 112, 246-256.
  • Kotler, P. (2011). Philip Kotler’s contributions to marketing theory and practice. In Review of Marketing Research: Special Issue–Marketing Legends (pp. 87-120). Emerald Group Publishing Limited.
  • Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
  • Kozinets, R. V., Sherry, J. F., DeBerry-Spence, B., Duhachek, A., Nuttavuthisit, K., & Storm, D. (2002). Themed flagship brand stores in the new millennium: Theory, practice, prospects. Journal of Retailing, 78(1), 17-29.
  • Kraidy, M., & Murphy, P. (2008). Transnational advertising and ınternational relations: us media, arabic-language networks, and the construction of culture and ıdentity. International Communication Gazette, 70(3), 199-215.
  • Kutz, A., Schultz, C., & Roedder John, D. (2012). The power of the unexpected: When unfamiliarity enhances consumer involvement and perceptions of products. Journal of Consumer Research, 39(2), 395-410.
  • Levinson, J. C. (1984). Guerrilla marketing: easy and ınexpensive strategies for making big profits from your Small Business. Houghton Mifflin.
  • Levinson, J. C. ve Hanley, P. R. J. (2005). Gerilla pazarlama devrimi. Yasemin Fletcher (Çev.) İstanbul: MediaCat Yayınları.
  • Levinson, J. C., & Gibson, S. (2023). Measuring the effectiveness of guerrilla marketing Strategies. Journal of Marketing Metrics, 11(2), 123-139.
  • Li, X., & Green, R. D. (2021). Authenticity in guerrilla marketing: a consumer perspective. Journal of Innovative Marketing, 17(2), 289-303.
  • Martinez, L. F., & Pina, J. M. (2023). Cultural dimensions in guerrilla marketing: strategies for global success. International Journal of Advertising, 42(1), 147-165.
  • McCormick, G. H. ve Berger, M. T. (2019). Ernesto (Che) Guevara: The Last “Heroic” Guerrilla. Studies in Conflict & Terrorism, 42(4), 336-362.
  • Milak, A. ve Dobrinić, D. (2017). Customer perception of guerilla marketing. International Journal of Multidisciplinarity in Business And Science, 3(4), 18-24.
  • Nufer, G. (2013). Event Marketing in IMC. Springer.
  • Nufer, G. ve Bender, M. (2008). Guerilla Marketing (No. 2008-05). Reutlinger Diskussionsbeiträge zu Marketing & Management.
  • Nufer, G., & Bühler, A. (2013). Ambush marketing in sports. Routledge.
  • Özveren, M. ve Ataç, K. K. (2023). Gerilla savaşının stratejisini anlamak: Tet Saldırısı Örneği, 1968. Güvenlik Stratejileri Dergisi, 19(44), 181-212.
  • Patel, N., & Patel, P. (2018). Influencer Marketing and Guerrilla Tactics: An Integrative Approach. Influencer Marketing Review, 2(1), 45-59.
  • Percy, L., & Rosenbaum-Elliott, R. (2018). Strategic Advertising Management. Oxford University Press.
  • Ramirez, E. (2017). Building brand communities: how organizations succeed by creating belonging. Rowman & Littlefield.
  • Raymond, M., & Lauterborn, R. (1993). Guerrilla marketing: combining unconventional strategies with traditional advertising. Journal of Advertising Research, 33(5), 21-30.
  • Robinson, R. & Stubbs, W. (2014). Ethical considerations in guerrilla marketing strategies. Journal of Business Ethics, 123(2), 221-234.
  • Robinson, S. R., & Smith, J. H. (2020). Ethical considerations in guerrilla marketing: navigating the fine line. Journal of Business Ethics, 162(3), 551-568.
  • Rosen, E. (2009). The anatomy of buzz revisited: Real-life lessons in word-of-mouth marketing. Crown Business.
  • Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67.
  • Selan, C. V. P., Lapian, S. L. H. V. J. & Gunawan, E. M. (2021). The effects of guerilla marketing on consumer purchase ıntention with brand awareness as a mediating variable in Pt. Solusi Transportasi Indonesia (Grab). Jurnal EMBA, 9(4), 385-396.
  • Serrano, M., & Rivas, J. A. (2019). Guerrilla marketing and its effects on consumer behavior. International Journal of Marketing, Communication and New Media, 7(13), 100-116.
  • Sethi, R., & Sisodia, R. S. (2016). Does marketing need reform? fresh perspectives on the future. Routledge.
  • Shank, M. D. (1999). Sports marketing: A strategic perspective. Prentice Hall.
  • Smith, Keri. (2007). The Guerilla Art Kit. New York: Princeton Architectural Press.
  • Şekeroğlu, S. ve Özüdoğru, H. (2018). Pazarlamanın bilinçaltı: karanlık pazarlama. 3rd International Research Congress On Social Sciences, 334-340.
  • Şimşek, G. (2007). Pazarlama İletişimi “Gayrı–Resmi” Silahı: tuzak pazarlama ve uygulanan stratejiler. Selçuk İletişim, 5(1), 135-143.
  • Tek, Ö. B. ve Özgül, E. (2008). Modern pazarlama ilkeleri uygulamalı yönetimsel yaklaşım, 3. Baskı. İzmir: Birleşik Matbaacılık.
  • Thomas, D., & Akbar, F. (2018). E-Commerce marketing: how to drive traffic that buys to your website. Wiley.
  • Thompson, D. V., Mittal, V., & Tang, Z. (2022). Guerrilla marketing and brand perception: a holistic perspective. Journal of Brand Management, 29(3), 321-335.
  • Wendland, L. (2016). A common ground in guerilla marketing-state of research and further research opportunities. Junior Management Science, 1(1), 34-59.
  • Yüksekbilgili, Z. (2011). Gerilla pazarlama: Kuramsal bir çerçeve. Anadolu Bil Meslek Yüksekokulu Dergisi, (22), 49-54
  • Zhang, Y., & Chen, H. (2019). Sustaining the Impact: Long-term Effects of Guerrilla Marketing. Marketing Intelligence & Planning, 37(5), 515-528.
Toplam 61 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Derlemeler
Yazarlar

Selda Bağcı 0000-0001-8533-7216

Ayşe Nur Kılbaş 0009-0000-6034-6247

Erken Görünüm Tarihi 11 Temmuz 2024
Yayımlanma Tarihi 11 Temmuz 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 11 Sayı: 20

Kaynak Göster

APA Bağcı, S., & Kılbaş, A. N. (2024). Satış Stratejilerinin Oluşturulması ve Uygulanmasında Gerilla Pazarlamanın Önemi. Uluslararası Davranış, Sürdürülebilirlik Ve Yönetim Dergisi, 11(20), 1-18. https://doi.org/10.54709/jobesam.1332056