Proceedings of the 12th International Academic Conference, Prague

MARKETING STRATEGY FOR BUSINESSES WHICH SERVE IN LOGISTIC SECTOR: GUERILLA MARKETING

GOKHAN AKANDERE

Abstract:

Many businesses head for guerrilla marketing which is one of the modern marketing strategies of businesses as a result of traditional marketing strategies insufficiency in today’s competitive environment. Guerrilla is a marketing strategy which used to gain minimum cost and maximum effect in marketing companies. Both small and medium businesses enterprises and of big and global businesses enterprises use guerrilla marketing to increase the competition strength. In Guerrilla marketing being near to target market, dynamic, consumer oriented, amplified and authorised marketing method is important. Guerrilla marketing strategy is based on fantasy, freedom and flexibility. In this context, businesses try to reach the consumers with an unexpected methods, time and places and also try to make them experience with their brands. The object of the guerrilla marketing is not only sending messages to customers but also to be engraved in their subconscious and to stick in their mind. This study focuses on detecting some opinions towards the usage of applications such as internet, social networks, brand signs, seminars and free product distribution which are tools of guerrilla marketing of Businesses to their customers in national competition environment which serve in logistic sector. In our study, a survey is applied to businesses enterprises which provide logistic service in Konya city and the results are evaluated by analysing.

Keywords: Guerrilla Marketing, Competition, Businesses Enterprises Which Provide Logistic Service

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