I would like to take this opportunity to thank first of all to those who I do not know personally but I would not have a chance to write this study without their contribution. Thanks to all marketers, creative thinkers and innovators who have actively helped to create and develop something as interesting as Guerrilla Marketing is. One of them is my supervisor, Alexander Reidl, whom I thank for his ideas, recommendations and patience in talking to me like to a child who does not know about marketing nothing at all... Thirdly, I thank to my parents and to Kristýna for their endless support. Last, but not least, I thank to my laptop that it kept this remake of study safely stored until after a hard-drive of my PC broke with half of my 1st version of the dissertation in...