Aim
The purpose of undertaking this study is to explore potential of Guerrilla Marketing on Internet and to publish comprehensive information of benefits, limits and risks of this untraditional marketing approach for increasing efficiency of the marketing activities of small and mid-sized organisations, mainly from the Czech Republic and other continental European states. Guerrilla marketing is attractive for particular businesses who want to differentiate their business from their competitors and attract attention in unexpected and original way.
Business professionals and marketers are becoming more aware of the potential of guerrilla marketing however its principles are usually not applied on Internet marketing in spite of the fact that marketing budgets have been moving often from traditional media to the new media, including Internet most of all. The Guerrilla Marketing Online is written to be used by professional marketers, SME business owners and marketing consultants as a comprehensive survey of guerrilla marketing background, guerrilla marketing principles and specific examples of how guerrilla marketing may be used online, meaning on Internet.