Professional guerrilla marketing

BOOK TIP The authors Katharina Hutter and Stefan Hoffmann define guerrilla marketing as a further development of traditional marketing, which has become too expensive or too inefficient. Using examples, they present successful guerrilla campaigns.Katharina Hutter and Stefan Hoffmann are academics - they know how to deal with a clearly defined subject in a scientifically correct way in order to be able to hand the result to their students as examination material. They also know that the better the material is packaged in stories from real life, the greater the learning effects. Hutter and Hoffmann define guerrilla marketing as a further development of classic marketing that has become too expensive or too inefficient. Each chapter offers several examples of successful guerrilla campaigns that will make the hearts of marketing practitioners beat faster. In the end, it doesn't matter whether you memorize the factual material or the witty and always imaginative campaigns: you will have permanently internalized the lesson and also had fun while learning. Of course, the methods presented here are nothing new, and getAbstract I would have liked the book to be a little more lovingly presented. Otherwise, however, it can only be recommended to business administration students, marketing and advertising professionals at all levels, and business managers (especially of SMEs) who want to use their marketing budget wisely. getAbstract rating: 7Practicality: 8Innovation level: 7Style: 6 Publisher: Springer GablerPublication date: 2014Pages: 198ISBN: 9783658022679