| Abstract | U ovom radu riječ će biti o gerila marketingu. U suvremenom svijetu u kojem se sve brzo mijenja, napreduje, te raste i pada postoji nadmetanje tko će izaći kao pobjednik. Postoji tu tržišna utakmica u kojoj će se istaknuti samo najinovativniji igrači. Oni svojim kreativnim, inovativnim, pa pomalo i šašavim pristupom šokiraju i iznenađuju potencijalne kupce. Sve samo kako bi privukli pozornost pa si time osigurali i veću šansu za prodajom proizvoda ili usluge. Cilj gerilaca jest da uz svu tu kreativu i pristupačnost te dozu nečega novoga i do sada neviđenoga vodi ka uštedi kapitala. Dok se maksimalno koristi vlastito vrijeme, inovativnost i puno energije. Tim pristupom se daje prilika i malim poduzećima da budu primijećeni na tržištu, ali bez prekomjernog uloganja kapitala u marketing jer si to ne mogu priuštiti.
U prvom poglavlju se govori o njegovom pojmu i definiciji te kako je nastao. Tko je začetnik i općenito o gerila marketingu. U drugom poglavlju će biti nekoliko riječi i o tradicionalnom marketingu pa tako i usporedba tradicionalnog s gerila marketingom. Slijedeća četiri poglavlja govore o elementima, strategiji, tajnama i instrumentima gerilaca. Sedmo poglavlje je osiguralo i psihološko stanje, ponašanje i utjecaj na potrošača. Osmo poglavlje je rezervirano za elektronski marketing kao jedno od fluidnog i brzo napredujućeg polja djelovanja. Te zadnje poglavlje u kojem su navedeni nekoliko primjera gerila marketinga iz naše zemlje, ali i svijeta. |
| Abstract (english) | This paper will be about guerrilla marketing. In the modern world where everything is changing rapidly, progressing, and rising and falling there is a competition as to who will emerge victorious There is a market game in which only the most innovative players will stand out. With their creative, innovative, and a bit silly approach, they shock and surprise potential customers. All just to attract attention and thus ensure a greater chance of selling a product or service. The goal of guerrillas is that with all that creativity and accessibility, and a dose of something new and unseen, it leads to capital savings. While making the most of your own time, innovation and a lot of energy. This approach also gives small businesses the opportunity to be noticed in the market, but without excessive capital investment in marketing because they cannot afford it.
The first chapter discusses its concept and definition and how it came into being. Who is the originator and in general about guerrilla marketing. In the second chapter, there will be a few words about traditional marketing and thus a comparison of traditional with guerrilla marketing. The next four chapters talk about the elements, strategy, secrets, and instruments of guerrillas. Chapter seven also ensured the psychological state, behavior, and impact on the consumer. Chapter eight is reserved for e-marketing as one of the fluid and rapidly advancing fields of action. And the last chapter, which lists several examples of guerrilla marketing from our country, but also the world. |
