The Effectiveness of Guerrilla Marketing for Small Business: A Systematic Literature Review
نویسندگان
چکیده
The role of small and medium enterprises (SMEs) was encouraged either inclusively or sustainably as a post-pandemic effect COVID-19 well climate political crisis in the world today. Guerrilla marketing one non-conventional strategy techniques taken an option applied by many SMEs businessmen. Although, it only spent limited budget low promotion cost, could result large output attracting public attention. Thus, businessmen decided to apply this technique. aim research identify effectiveness guerrilla SMEs. This used literature studies from 2012 2022. also systematic review (SLR) method. Based on result, affect positively significantly brand awareness that has brought positive effects customer purchasing decision particular product. Moreover, effective technique reach out customers, because innovative creative ideas business owner financial aspect.
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ژورنال
عنوان ژورنال: Journal of economics, finance and management studies
سال: 2022
ISSN: ['2644-0490', '2644-0504']
DOI: https://doi.org/10.47191/jefms/v5-i11-11