Describe the Concept of Guerrilla Marketing

question 27

Essay

Describe the concept of guerrilla marketing. Why is guerrilla marketing particularly suitable for entrepreneurial firms?

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Definitions:

Shared Perceptions

Common understanding or beliefs held by a group about certain aspects of their environment or tasks.

Influence Control

The ability to sway or modify the behavior, opinions, or decisions of others through various means.

Aspect Control

The ability to manage or influence specific facets or variables within a particular domain or situation.

Group Influence

The impact or effect that a group has on the attitudes, values, beliefs, or behaviors of its individual members.