GUERILLA MARKETING :
WHAT IT IS AND HOW IT BENEFITS SMES
-
Eunike Gegung(1*)
Department of Business Administration, Faculty of Social and Political Sciences, University of Nusa Cendana
(*) Corresponding Author
Keywords:
Guerrilla Marketing, SMEs, Benefits
Abstract
Despite the expansion of research on guerrilla marketing, the concept of this practice related to SMEs needs to be scrutinized more. This article highlights the benefits of guerrilla campaigns for small and medium-sized companies. The guerrilla marketing concept revolves around unconventional tactics to obtain maximum results with minimal costs. As its nature is emphasized on unusual and creative approaches this may help companies get their brand noticed and increase visibility. It also promotes customer engagement and targets specific audiences through the concept of “you” marketing where every word and idea is about meeting customer needs and wants. However, the outcome of guerrilla campaigns can only be desirable if the content is well received by its targeted audiences. This means the campaign's success does not rely on mind-blowing ideas but rather on proper social acceptance. This study used a literature review approach to analyze research problems and generate a rationale for the issue. The data were obtained through the use of secondary sources such as documents, academic journals, textbooks, media releases, articles, and online sources to gain useful information.
Keywords: Guerrilla Marketing; SMEs; Benefits
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References
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Rosengren, S., Modig, E., & Dahlén, M. (2015). The value of ambient communication from a consumer perspective. Journal of Marketing Communications, 21(1), 20-32.
Roxas, J. B., Patimo, D. M., Calumba, E. C., Toleza, F. C., & Canaman, F. C. (2020). Guerilla Marketing Practices of Small and Medium Enterprises: A Case of Calbayog City, Philippines. Journal of Marketing Management, 8(1), 50-54.
Runia, P. Wahl, F. Geyer, O. & Thewißen, C. 2015. Marketing. Prozess- und Praxisorientierte Grundlagen. Edition 6. Berlin, GER.
Taylor, M. (2023, Feb 22). The enduring power and impact of Dove’s ‘real beauty’ campaign. Strixus. https://strixus.com/entry/the-enduring-power-and-impact-of-doves-real-beauty-campaign-18095
Textbroker. (n.d.) Guerilla Marketing: Short summary. 10 August 2024. https://www.textbroker.com/guerilla-marketing
Wojciechowski, Ł. P., & Fichnová, K. (2022). New technologies and ambient marketing communication. Annales Universitatis Paedagogicae Cracoviensis. Studia de Cultura, 14(2), 22-46.
Varga, J. (2021). Defining the economic role and benefits of micro small and medium-sized enterprises in the 21st century with a systematic review of the literature. Acta Polytechnica Hungarica, 18(11), 209-228.
Yüksekbilgili, Z. (2014). The use of guerilla marketing in SMEs. International Journal of Advanced Multidisciplinary Research and Review (IJAMRR), 2(2), 2-7.
Autelitano, P. (2021). Jay Conrad Levinson. Father of Guerrilla Marketing (1933-2013). Medium.
Ayyagari, M., Beck, T., & Demirguc-Kunt, A. (2007). Small and medium enterprises across the globe. Small business economics, 29, 415-434.
Bajpai, V., Pandey, S., & Shriwas, S. (2012). Social Media Marketing: Strategies & Its Impact. IRJC International Journal of Social Science & Interdisciplinary Research, 1(7), 214–223. DOI xxxxxxx
Barletta, M. (n.d.). The real story behind the success of Dove’s campaign for real beauty. https://www.marketingprofs.com/7/dove-pro-age-primetime-women-barletta.asp
BCA.co.id. (2022). MSMEs: Definitions, Types and Criteria. 1 August 2024. https://www.bca.co.id/en/informasi/Edukatips/2022/02/10/03/15/kenali-pengertian-umkm-jenis-dan-kriteria-bisnis-di-dalamnya
Behal, V., & Sareen, S. (2014). Guerilla marketing: A low-cost marketing strategy. International journal of management research and business strategy, 3(1), 1-6.
Bernritter, S. F., Okazaki, S., & West, D. C. (2022). Mobile technology and advertising: Moving the research agenda forward. Journal of Advertising, 51(4), 407-410.
Chamráth, M. (2017). Guerilla marketing-analysis of a practical example (Doctoral dissertation, Masarykova univerzita, Ekonomicko-správní fakulta).
Chirisa, I., Mutambisi, T., Chivenge, M., Mbasera, M., Sidambe, M., Muchenje, B., ... & Zengeni, D. (2020). Scope for virtual tourism in the times of COVID-19 in select African destinations. Journal of Social sciences, 64(1-3), 1-13.
Gegung, E. M. (2023). Metaverse: A promising future for the tourism industry and MSMEs Post-Covid-19 pandemic. Jurnal Kepariwisataan Indonesia: Jurnal Penelitian dan Pengembangan Kepariwisataan Indonesia, 17(2), 172-181.
Gergin, Z., Ak, M. M., Çolak, E., Kayalar, M., & Yavaşoğlu, C. D. (2022). A New Organizational Agility Assessment Approach Applied in the Logistics Industry. İşletme Araştırmaları Dergisi, 14(2), 1129-1147.
Gillert, V. (2021). The Benefits of Guerilla Marketing.
Gkarane, S., Efstratios-Marinos, L., Vassiliadis, C.A., & Vassiliadis, Y. (2019). Combining traditional and digital tools in developing an international guerilla marketing strategy : the case of a SME Greek company. Strategic Innovative Marketing and Tourism : 7th ICSIMAT, Athenian Riviera, Greece, 2018 (pp.397-404). Springer International Publishing.
Gutiérrez, J. S., Díaz, R. V., & Gutiérrez-Salcedo, M. (2019). The effect of guerrilla marketing strategies on competitiveness: restaurants in Guadalajara, Mexico. Journal of Competitiveness Studies, 27(1), 3-18.
Hendrayati, H., & Pamungkas, P. (2020, February). Viral marketing and e-word of mouth communication in social media marketing. In 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018) (pp. 41-48). Atlantis Press.
Hirvijärvi, F. (2017). Viral marketing and content forwarding on social media: Outlining the key elements behind successful viral content creation.
Hutter, K., & Hoffmann, S. 2011. Guerilla-Marketing. Eine nüchterne Betrachtung einer viel diskutierten Werbeform. International Journal of Marketing, Vol. 50, No 2, 121–135.
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.
Išoraitė, M. (2018). Guerilla marketing features. Ecoforum, 7(1), 0-0.
Jiang, J., Dong, F., & Du, B. (2018). Analysis on the factors affecting the capital structure of small and medium-sized enterprises in China. American Journal of Industrial and Business Management, 8(1), 156-162.
Krishna, A. (Ed.). (2011). Sensory marketing: Research on the sensuality of products. Routledge.
Levinson, J. C. (2021). Guerrilla marketing remix: the best of guerrilla marketing. Entrepreneur Press,.
Levinson, J. C. (2011). Guerrilla Marketing: Cutting-edge strategies for the 21st century. Hachette UK.
Levinson, J. C. (1998). The way of the guerrilla: Achieving success and balance as an entrepreneur in the 21st century. Houghton Mifflin Harcourt.
Merriam-Webster.com. (n.d.). Definition of Benefit. Merriam-Webster. 20 August 2024. https://www.merriam-webster.com/dictionary/benefit
Nufer, G. (2013). Guerrilla marketing—Innovative or parasitic marketing. Modern Economy, 4(9), 1-6.
Nufer, G. & Bender, M. 2008. Guerilla Marketing. Reutlingen Working Papers on Marketing & Management, Vol. 2008, No. 5. Reutlingen, GER.
Rosengren, S., Modig, E., & Dahlén, M. (2015). The value of ambient communication from a consumer perspective. Journal of Marketing Communications, 21(1), 20-32.
Roxas, J. B., Patimo, D. M., Calumba, E. C., Toleza, F. C., & Canaman, F. C. (2020). Guerilla Marketing Practices of Small and Medium Enterprises: A Case of Calbayog City, Philippines. Journal of Marketing Management, 8(1), 50-54.
Runia, P. Wahl, F. Geyer, O. & Thewißen, C. 2015. Marketing. Prozess- und Praxisorientierte Grundlagen. Edition 6. Berlin, GER.
Taylor, M. (2023, Feb 22). The enduring power and impact of Dove’s ‘real beauty’ campaign. Strixus. https://strixus.com/entry/the-enduring-power-and-impact-of-doves-real-beauty-campaign-18095
Textbroker. (n.d.) Guerilla Marketing: Short summary. 10 August 2024. https://www.textbroker.com/guerilla-marketing
Wojciechowski, Ł. P., & Fichnová, K. (2022). New technologies and ambient marketing communication. Annales Universitatis Paedagogicae Cracoviensis. Studia de Cultura, 14(2), 22-46.
Varga, J. (2021). Defining the economic role and benefits of micro small and medium-sized enterprises in the 21st century with a systematic review of the literature. Acta Polytechnica Hungarica, 18(11), 209-228.
Yüksekbilgili, Z. (2014). The use of guerilla marketing in SMEs. International Journal of Advanced Multidisciplinary Research and Review (IJAMRR), 2(2), 2-7.
Published
2025-03-01
How to Cite
Gegung, E. (2025). GUERILLA MARKETING :. Journal of Management : Small and Medium Enterprises (SMEs), 18(1), 275-284. https://doi.org/10.35508/jom.v18i1.18490
Section
Articles
