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Guerrilla Marketing Strategies: Low Cost Marketing Technique

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2.1 INTRODUCTION
Literature review is notation and quotation of references such text, journel, thesis, magazines and other written publish. This section of this study will include the details elaboration about the independent variables and the dependent variable of this study and aims at discussing the previous study related to the research as a supporting the whole study.

2.2 GUERRILLA MARKETING
According to Volkmann, Tokarski & Grünhagen (2010), guerrilla marketing is carried out in a surprising, efficient, rebellious or unconventional and spectacular manner to achieve as great attention as possible in the target group. The term of guerrilla marketing, businesses aim at forming a marketing management that is dynamic, sensitive to customer needs and that is able to adapt to changes easily (Ay, Aytekin & Nardali 2010).

Guerrilla marketing is a low-cost marketing techniques aimed at obtaining maximum exposure for a product. Guerrilla marketing tactic in which a company uses surprise or unusual interactions in order to promote a product or service. According to Prevot (2009), guerrilla marketing campaign must be flexible to adapt necessary changes. According to Balts and Leibing (2008), the term of …show more content…

Towards event success, it is often used in bigger sport events because they can reach out to a big audience. So, event practitioners must understand that there is two type of ambush marketing. First one is ambush marketing by association and the second one is ambush marketing by instruction. Moreover, event practitioners or marketers which used ambush marketing are seeking to create an impression that they are sponsor of an event. In order to having a low cost effect on marketing an event, marketer will use ambush marketing strategy to marketing the

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