Introduction
Guerrilla Marketing is called by marketers often as a „top of the marketing“. Lot of companies is trying to apply guerrilla marketing thought to their promotion activities but only few of them achieve considerable success. Guerrilla Marketing Online is a creative and innovate marketing approach applied in Internet. This study overviews not only the origins of the Guerrilla Marketing and its application to Internet but also comprehensively define and describe different types of guerrilla marketing and examples of potentially efficient campaigns.
By identifying the basic principles, benefits, limits and potential risk of such creative marketing this study can be used as a practical study of when, where (if) and how the Guerrilla Marketing Online has the chance to become the top of the company´s marketing plans. As a managing director of web design studio focused on creative internet solutions, the researcher has worked on this study in order to bring a first comprehensive study of Guerrilla Marketing applied on Internet Marketing. With focus to practical use of this study, the document will be published online on a special website www.guerrillaonline.com by using appropriate creative tools and techniques to enable interested readers to fully experience the possibilities the Guerrilla Marketing can have for demanding businesses.
How to read this study
The Guerrilla Marketing Online study is written with maximum effort to make the reading as easy as possible. Therefore, selected types of special formatting are applied. Every chapter starts with large headline and it is finished by conclusion or summary of key points. Interesting quotes given by secondary research are published in yellow boxes. Blue boxes indicate description of chosen existing campaigns or examples of practical use. Finally, green boxes include description and visualisation of 10 examples of specific guerrilla marketing online campaign created for purpose of this study. Any secondary research resources are recorded and published in the References and Bibliography section by respecting the rules of Referencing system given by Teesside University, GB.