Guerilla marketing

Bc. Dominika GADUŠOVÁ

Bachelor's thesis

Guerrilla marketing

Abstract:

Táto bakalárska práca sa venuje guerilla marketingu komplexne. Popisuje jeho históriu, názov, definíciu, ciele, vyuţitie, znaky, problematiku či budúcnosť. Zaoberá sa taktiež etickými a právnymi normami a nevynecháva ani iné alternatívne formy marketingu, ktoré úzko súvisia práve s guerilla marketingom. Na základe výsledkov z uskutočnených výskumov je v práci uvedený aj postoj verejnosti ku guerilla marketingu a aj jeho využívanie reklamnými agentúrami.

Abstract:

This bachelor thesis deals with guerrilla marketing as complex concept. It describes its history, name, definition, aims, application, features, issues and future. It is also focused on ethical aspects and law side of guerrilla marketing and contains other alternative forms of marketing, which are related to guerrilla marketing. There are results of research about guerrilla marketing in this thesis {--} about how society sees guerrilla marketing and about using guerrilla marketing by advertising agencies.

Keywords

Guerilla marketing, Jay Conrad Levinson, guerilla, guerrilla, guerila, marketing, reklama, alternatívne formy v marketingu, buzz, viral, etické aspekty marketingu, právne aspekty marketingu, reklamné agentúry, originalita, kreativita

Language used: Czech

Date on which the thesis was submitted / produced: 10. 5. 2010

Identifier: 13611

Thesis defence

• Date of defence: 27. 5. 2010
• Supervisor: prof. PhDr. Pavel Horňák, Ph.D.

Tomas Bata University in Zlín

Faculty of Multimedia Communications

Bachelor programme / field:
Media and Communication Studies / Marketing Communications