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... As Marketer of the Year in Manufacturing Houston steel construction manufacturer raises bar with new creative structure and measurable marketing results HOUSTON (February 20, 2013) – NCI Building Systems, Inc. (NCI) has been named winner of the manufacturing category in the American Marketing Associ ...
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... managing customer demand for their products and services, at a level that brings the highest profits possible to the firm. To reach that maximum level of profits, marketing managers focus on two groups. They try to attract new customers who enter into transactions with the firm, and they try to reta ...
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... and desire to eat something. Let's say you then want to eat an apple or a candy bar because, based on your past experience and personality, you know these will satisfy your hunger need. Effective marketing, in the form of creating an awareness of good product at convenient locations, can clearly sha ...
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MKT 309 Winter 2004

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Guerrilla marketing

Guerrilla marketing is an advertisement strategy concept designed for small businesses to promote their products or services in an unconventional way with little budget to spend. This involves high energy and imagination focusing on grasping the attention of the public in more personal and memorable level. Some large companies use unconventional advertisement techniques, proclaiming to be guerrilla marketing but those companies will have larger budget and the brand is already visible. The main point of guerrilla marketing is that the activities are done exclusively on the streets or other public places, such as shopping centers, parks or beaches with maximum people access so as to attract much audience.Unlike typical public marketing campaigns that utilize billboards, guerrilla marketing involves the application of multiple techniques and practices in order to establish direct contact with the customers. One of the goals of this interaction is to cause an emotional reaction in the clients and the final goal of marketing is to get people to remember brands in a different way than they are used to . The technique involves from flyer distribution in public spaces to creating an operation at major event or festival mostly without directly connecting to the event but using the opportunity. The challenge with any guerrilla marketing campaign is to find the correct place and time to do the operation without getting involved in legal issues. The different types of guerrilla marketing are: Ambient, Ambush, Stealth, Viral and the new concept called Street Marketing, coined by Dr. Marcel Saucet, Professor at University of San Diego and Harvard case study lecturer in his book Street Marketing TM, in 2013.
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