GUERRILLA MARKETING AS EFFECTIVE TOOL FOR PROMOTING GOODS ON THE MARKET
Abstract
The authors seek to address issues relevant for the company to attract more customers, increase sales and profits in the conditions of the Russian economy. The authors point to the fact that traditional advertising methods are not effective. For many companies that do not have large budgets for advertising and promotion, the use of this type of marketing - guerrilla is a chance to attract customers. The authors present a different interpretation, determining the "guerilla marketing" as the totality of the inexpensive ways to attract customers, increase sales and raise turnover to the client. It provided a number of guerrilla marketing advantages over traditional advertising. We consider the principles of guerrilla marketing. The authors identify the tasks that helps to solve guerilla marketing. Stands out the use of guerrilla marketing in Russia, as well as offers of guerrilla marketing techniques.
About the Authors
S. N. Kaznacheeva
Minin Nizhny Novgorod State Pedagogical University
Russian Federation
Russian Federation
Candidate of Pedagogical Sciences, assistant professor of innovation management,
Nizhny Novgorod
V. A. Bondarenko
Rostov State Economic University
Russian Federation
Russian Federation
doctor of economic sciences, assistant professor of marketing and advertising,
Rostov-on-Don
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