The purpose of creating a literature review concerning the topic of Guerrilla Marketing Online is to publish secondary research findings of existing information resources. The literature review necessarily starts with research of Guerrilla Marketing purpose of existence and using Internet as a medium of creative marketing for organisations. Creativity as an essential part of creative marketing campaigns is then analysed by describing of theory of innovation in marketing and application of innovation into marketing campaigns in guerrilla marketing.
The literature review then introduces more specific evidence of Internet marketing and its usage for Guerrilla Marketing Online. The objective of this literature review is to cover relevant information sources about relevant topics of Guerrilla Marketing Online which will be used consequently as fundamentals for conducting primary research and specific findings useful not only for academic purposes but also for business audience interested in potential usage of Guerrilla Marketing on Internet.