THE EVOLUTION OF GUERILLA MARKETING

4896 WORDS

The aim of this research proposal is to critically evaluate how Guerrilla Marketing has evolved to cope with the ever diversifying marketing environment in the current economic recession. This proposal will analyse the effects that the recession has had on Guerrilla Marketing and its applications within the marketing community.

The project will deal specifically with the topic of Guerrilla Marketing and how it has evolved to cope with the diversifying marketing environment in the current economic recession, so there must be a series of objectives that will demonstrate how best to achieve the project’s aim.

Through this research:

the effects of the recession on marketing and its trends will be evaluated.

the issue of Guerrilla Marketing increasing in its applications naturally over time will be considered

Or whether it has increased in correlation to recession and the effects that it has brought to the marketing community will be investigated

The extent to which Guerrilla Marketing has or has not replaced existing or more traditional techniques in the current economic climate will be explored.

Saunders comments that research objectives are more generally acceptable to the research community as evidence of the researcher’s clear sense of purpose and direction. (Saunders, Lewis & Thornhill 2009)

This will be achieved through a demonstration of why the research is important and has to be

onducted.

The Literature Review will provide an awareness of preceding literature, a critical review of the literature concerning Guerrilla Marketing in the recession and the key issues arising from these works regarding the aim of the proposal.

The Research Methodology will identify how best to conduct the research itself, whether it be through primary or secondary research and how best to analyse and interpret the results.

The Proposed Time Scale will detail a timetable for conducting all aspects of the research proposal and project.

From this it hoped that there will be a better understanding of how the current economic recession has impacted on the evolution of Guerrilla Marketing, whether it has had to evolve at a faster rate in order to combat the ever changing marketing environment and whether possible changes in marketing