Please use this identifier to cite or link to this item:
https://ptsldigital.ukm.my/jspui/handle/123456789/773823| Title: | The small businessperson as guerrilla marketer |
| Authors: | Stephen M. Goldberg Louise W. Smith |
| Editors: | William Lazer Eric H. Shaw Chow-Hou Wee |
| Conference Name: | International Conference Series Volume IV 1989 |
| Keywords: | Guerrilla marketing Economy Marketing management |
| Conference Date: | 1989-07-16 |
| Conference Location: | National University of Singapore, Singapore |
| Abstract: | Guerrilla marketing is likely to be best for most small businesses (SBs) engaged in either solely domestic or international operations. Unrurtunately, the concept is unfamiliar or misunderstood; though the strategy and tactics of guerrilla marketing are sound. It is a methodical, aggressively defensive strategy well suited to the financial resources and personal commitment found in today's SBs. |
| ISBN: | 0-939783-01-0 |
| Pages: | 362 |
| Call Number: | HF5411.B52 1989 katsem |
| Publisher: | Academy of Marketing Science |
| URI: | https://ptsldigital.ukm.my/jspui/handle/123456789/773823 |
| Appears in Collections: | Seminar Papers/ Proceedings / Kertas Kerja Seminar/ Prosiding |
Files in This Item:
There are no files associated with this item.
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.