Marketing Outside the Box

Table of contents

Table of contents

List of figures

List of abbreviations

1. Introduction
1.1. Problem formulation
1.2. Purpose and methodology

2. The basics of marketing
2.1. The scope of marketing
2.2. The target marketing process
2.3. What is marketed?

3. The marketing mix
3.1. Product planning
3.2. Price planning
3.3. Distribution planning
3.4. Promotion planning

4. Traditional advertising media
4.1. Television advertising
4.2. Radio advertising
4.3. Press advertising
4.4. Out-of-home advertising
4.5. Online advertising
4.6. Product placement

5. Development of the guerrilla marketing concept
5.1. Origin and definition of the term guerrilla
5.2. Objectives and effects of the guerrilla approach
5.3. Risks and threads of the guerrilla approach
5.4. Measurement of costs and results
5.5. Guerrilla marketing in the marketing mix

6. Guerrilla advertising tools
6.1. Low-budget marketing
6.2. Offline guerrilla marketing tools
6.2.1. Ambush marketing
6.2.2. Ambient marketing
6.2.3. Sensation marketing
6.3. Online guerrilla marketing tools
6.3.1. Viral marketing
6.3.2. Mobile marketing
6.4. Strategic guerrilla marketing tools
6.4.1. Pricing
6.4.2. Producing
6.4.3. Distributing

7. Traditional advertising versus guerrilla marketing approach

8. Conclusion

References

Appendix