Guerrilla Marketing in Times of Economic Crisis

• Type: Article in International Scientific Journal
• Date: 2014

Authors

Mendes, Anabela (Author) FLUP; Pinto, Beatriz (Author) FLUP; Santos, David (Author) FLUP; Barbosa, Inês (Author) FLUP; Oliveira, Jorge (Author) FLUP; Lago, Marta (Author) FLUP; Pinheiro, Raquel (Author) FLUP; Marinho, Jorge (Author) FLUP

Journal

Title: Marinho Media Analysis

ISSN: 2183-444X

Publisher: Jorge Marinho

Scientific classification

FOS: Social sciences > Media and communications

Other information

Abstract (EN): This work addresses guerrilla marketing, in the context of the economic crisis, as an advantage for small, medium-sized and large companies. To this end, the focus is on the importance of emotion, aimed at persuading the target audience regarding guerrilla marketing initiatives. Originality is also vital for differentiating goods.

Language: English

Type (Professor's evaluation): Scientific

Notes: Published February 10, 2014. A short version of this article was also published in The Magazine of the Marketing Research and Intelligence Association – Vue / Canada / October 2014. Disponível em: http://www.marinho-mediaanalysis.org/2014/02/guerrilla-marketing-in-times-of.html