6th International Scientific Conference May 1314, 2010, Vilnius, Lithuania BUSINESS AND MANAGEMENT 2010 Selected papers.

Vilnius, 2010

ISSN 2029-XXXX print / ISSN 2029-428X CD doi:10.3846/bm.2010.052 http://www.vgtu.lt/en/editions/proceedings Vilnius Gediminas Technical University, 2010

GUERILLA MARKETING STRATEGY REALIZATION ASSUMPTIONS

Mykolas Romeris University, Ateities str. 20, LT-08303 Vilnius, Lithuania E-mail: misorait@mruni.lt Abstract. Market competition becomes much larger role in anticipating long-term development of the organization, with a basis of strategic management, business process efficiency and organizational capital. The company operated in a modern market economy, in order to better results must constantly analyze the internal and the external environment and competitors' actions, investigating consumer needs and consumer trends and taking into account the following factors for continuous improvement of marketing strategies. These factors are variable and dynamically changing, so the company must constantly scrutinize their work not only today, but the future point of view, to provide events and opportunities to benefit and protect themselves from everything that prevents its success and what is necessary in order to not only survive but also to achieve its stated objectives and maintain competitive advantage. Guerrilla marketing is considered to be of utmost importance for the success of small companies. This article present important research findings in guerrilla marketing strategy realization. The purpose of this article to assess assumptions of guerilla marketing realization. The following tasks have been selected to achieve objectives: to analyze the concept of guerilla marketing strategy, to assess guerilla marketing strategy formulation process, to evaluate assumptions guerilla marketing strategy realization. Keywords: marketing, strategy, guerrilla marketing, guerrilla marketing strategy, guerrilla marketing strategy formulation.

Margarita Iorait

1. Introduction

Marketing is a waste of money and time if youre not attuned to the real world. Reality is not necessarily what you want it to be or what it used to be. Instead, reality is what really is. Too many marketers, thats a major problem, but to guerrilla, its an inviting chance to stand apart from the competition. Reality to guerrillas is the realization that their prospects are constantly being bombarded with marketing, with enticing offers, with cut-rate and cut-throat pricing, and with innovative products and services. Guerrillas know that theyre not marketing in a vacuum, but in a world where many factors, other than their own hopes and dreams, influence the way their prospects will act. Guerrillas are aware of the reality of the immense role of technology in attracting and serving customers. They know that if theyre not keeping up, theyre probably falling behind. If theyre not embracing current technology that allows them to render superlative service, their competitors may be using it to woo away their customers. The basic concepts of marketing are customers needs, wants and values; products, exchange, communications and relationships. Marketing is strategically concerned with the direction and scope of the long-term activities performed by the organization to obtain a competitive advantage. Guerrilla Marketing takes a fundamentally different approach to traditional
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marketing. This is extensively covered in the Guerrilla Marketing resources but the main differences are that instead of basing your marketing approach on spending a large budget using conventional advertising media. Guerrilla Marketing replaces cash with time, energy and imagination. It is designed for small businesses and uses a wide range of Guerrilla Marketing weapons, many of which are free. Guerrilla Marketing focuses on profit while traditional marketing judges its impact on less direct measures like brand awareness, brand preference and market share. Guerrilla Marketing recognize that success is achieved through strong relationships both with customers and where appropriate with suppliers, competitors and alliance partners. The Guerrilla Marketing Plan is a short, precise marketing plan for your business, your products and for individual campaigns. For using guerrilla marketing strategy in Lithuanian companys it is important to ask to this questions: what outcome do you want from your marketing, what are the main benefits of your product or service, who is your target market, what is your market positioning, which Guerrilla Marketing weapons will you use, what is your identity and how will you explain it, what is your budget. Guerrilla marketing is considered to be of utmost importance for the success of small companies. Therefore, research on small companies guerrilla marketing has increased considerably since

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the late 1980s. Its findings are varied and a comprehensive theory of guerrilla marketing strategy realization in Lithuanian companies is still lacking. This article presents important research findings in guerrilla marketing strategy realization. The paper provides directions for future research, showing that many key questions of this field (e.g., various strategies and tactics of low-cost marketing) must be explored more thoroughly. Developing a guirrella marketing strategy is important, but it's a difficult work. The key to creating a usable marketing strategy is to follow a clear, structured, wellthoughtout process. Doing so helps keep the management focused, ensures the consistent use of information, and streamlines decision-making. A more structured process also involves some frontend preparation, but this process ultimately saves time and money. The purpose of this article to assess guerrilla marketing strategy realization assumptions. To achieve the objective of choice following tasks: 1. to analyze guerrilla marketing concept; 2. to evaluate guerrilla marketing strategy; 3. to evaluate opinion about guerilla marketing strategy realization. Object of study guerrilla marketing strategy realization assumptions. 2. Definition of guerrilla marketing

Marketing books define marketing as the total process engaged in order to achieve customer satisfaction (Kotler, Armstrong (1987). It is argued that that goal of achieving customer satisfaction is met by a series of management decisions made by sellers, based on their knowledge of customer wants and needs, competition and other market environmental factors. For example, Aaker, Kumer and Day (1998) layout the broad parameters of market research as being the way-bywhich informed decisions can be made by marketers. Successful marketing- achieving customer satisfaction- is successful because of insight into the consumer and the marketing context. According to Hiebling and Cooper (1996) marketing is the insight developed through a deep understanding of the target market, the business environment and the competition. According Oresk (2008) marketing strategy is a customer strategy, at its core. Firms seek to attract and retain customers who will purchase goods and services from them at a rate that enables the firm to grow profitably over the long term. The environment, in which the strategic market-ing planning takes place, has an important
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effect on how the process is carried out. Historically, the business environment was different in different regions; this had a crucial impact on the formation of strategic planning paradigm. Scholars of marketing management stand for one of the paradigm that represents the view of contingency in the business and its strategic planning. Some early scholars from the countries of less complex business environment still argue that strategic marketing planning could start from strategic intent. The American Marketing Association today unveiled the new definition of marketing, which will be used as the official definition in books, by marketing professionals and taught in university lecture halls nationwide. The new definition includes the role marketing plays within society at large, and defines marketing as a science, educational process and a philosophy not just a management system. The new definition reads: Marketing is the activity, set of institutions, and processes for creating, communicating,delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The American Marketing Association revisits the definition for marketing every five years in a disciplined effort to reflect on the state of the marketing field, that try to draw parallels between business and warfare, and then apply the principles of military strategy to business situations. Guerrilla marketing warfare strategies attack, retreat, hide, and then do it again, and again, until the competitor moves on to other markets. Offensive marketing warfare strategies attack the target competitor with an objective such as liberating some of its market share. Defensive marketing warfare strategies strategies intended to maintain your market share, profitability, sales revenue, or some other objective. Different marketing definition is shown in Table 1. Flanking marketing warfare strategies operate in areas of little importance to the competitor. Deterrence Strategies deterrence is a battle won in the minds of the enemy. According to the business literature of the period, offensive strategies were more important than defensive ones. Defensive strategies were used when needed, but an offensive strategy was requisite. Only by offensive strategies, were market gains made. Innovation strategies deal with the company's rate of the new product development and business model innovation. It asks whether the company is on the cutting edge of technology and business innovation.

M. Iorait

Table 1. Definition of marketing concept Author The American Marketing Association (1935) The American Marketing Association (1985) The American Marketing Association (2004) The American Marketing Association (2007) Levinson, J. C. (1984)

Definition of marketing Marketing is the performance of business activities that direct the flow of goods and services from producers to consumers. Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Guerrilla marketing is specifically geared for the small enterprises, it should be based on human psychology instead of experience, judgment, and guesswork, the primary investments of marketing should be time, energy, and imagination, the primary statistic to measure your business is the amount of profits, not sales, the marketer should also concentrate on how many new relationships are made each month, create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services, instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions, to forget about the competition and concentrate more on cooperating with other businesses, guerrilla marketers should never use a combination of marketing methods for a campaign, use current technology as a tool to destroy your business. Marketing is a business operating system, which includes product design, pricing, promotion and distribution of target markets in order to achieve organizational goals.

Stanton, J.; Etzel, M. J.; Walker, B. J (1991) Kotler, P. (2003) Pranulis, V. (1999) Kineer, T. C.; Bernhardt, K. L (1990) http://www.marketi ngterms.com/dictio nary/guerilla_mark eting/ http://www.ideadist ilery.com/pdfs_mas h/What_Is_Guerrill a_Marketing.pdf

Marketing is a social and governance process through which individuals and groups, creating and carrying out the exchange of goods and values, acquire what is necessary for their wants and needs. Marketing is goods, services, ideas and conception, pricing, promotion and distribution, planning process in order to create exchange and satisfy individual and organization objectives. Marketing is defined as the business activities to steer the flow of goods and services to the consumer or user. Guerilla marketing - unconventional marketing intended to get maximum results from minimal resources. Guerrilla Marketing is any alternative form of marketing using non-conventional means, methods or medias; usually involving a revolutionary, different, or rarely seen application of information.

The term Guerilla Marketing is a registered trademark of author Levinson who popularized it through his several Guerilla books (BNET Business Dictionary). Levinson (1998) describes key ways that small business people can conduct essential business steps on a shoestring budget in his acclaimed Guerrilla Marketing. Basic to market research is ask the customer. It can be done by anyone and is essential for business success. Guerrilla marketing describes unconventional marketing strategies with which to achieve significant effects with a fraction of the budget of traditional marketing campaigns. Guerrilla marketing is a variety of low-cost, high-impact marketing techniques that
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allow small companies and/or individuals to act like big companies. Guerrilla marketing are tactics available to every small firm to compete with bigger firms by carving out narrow but profitable niches. These tactics include (1) extreme specialization, (2) aiming every effort at favorably impressing the customers, (3) providing service that goes beyond the customers' expectations, (4) fast response time, (5) quick turnaround of jobs, and (6) working hours that match the customer's requirements. The definition guerrilla marketing was invented as an unconventional system of promotions relies on time, energy and imagination rather than a big marketing budget. Guerrilla marketing campaigns

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are unexpected and unconventional; potentially interactive and consumers are targeted in unexpected places (Levinson (1984). The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, stunts, any unconventional marketing intended to get maximum results from minimal resources. Levinsons books include hundreds of guerrilla marketing tools, but they also encourage guerrilla marketing specialist to be creative and devise their own unconventional methods of promotion. A guerrilla marketing specialist uses all of his or her contacts, both professional and personal, and examines his company and its products, looking for sources of publicity (Levinson 1999). Many forms of publicity can be very inexpensive, others are free. Levinson says that when implementing guerrilla marketing tactics, small size is actually an advantage instead of a disadvantage. Small organizations are able to obtain publicity more easily than large companies as they are closer to their customers and considerably more agile. The main difference between guerilla marketing from the usual Levinson believes the opportunities of creative thinking
Traditional marketing Requires that you invest money in the marketing process. Geared to big business with large budget.

coupled with some very simple methods of promoting goods or services, instead of spending a lot of money on advertising. Guerilla marketing - means a non-standard, non-traditional, non-elementary truths and increased flexibility, good results with limited capabilities. Guerilla marketing - is the use of a powerful enemy against precision strikes and sabotage, relatively inexpensive, but very effective. It is in fact a partisan need less money, and most of all brains. Elements of surprise is arguably guerrilla marketings greatest asset. It caches consumers off guard and has high impact and recall. Comparison guerrilla marketing versus Traditional marketing is shown on Table 2. It is possible, opening each new point in the new area, with free meals to feed the local hairdressers in the hope that they will regale customers with stories about the wonderful new institution. Today guerilla marketing tools are using big companies- IBM, Microsoft, Volvo, Adobe, American Express, Procter & Gamble, Nissan. Jay Conrad Levinson is the commander-in-chief of guerrilla marketing. Levinson worked for the advertising agency that created Marlboro Country and the Marlboro Man, branding that successfully extended the market for Marlboro cigarettes. While many are not fond of the product Levinson helped push, the ad campaign was indisputably successful.
Guerrilla marketing Primary investment should be time, energy an imagination. Geared to business owners with big dream, but a small bank account. Primary measuring stick is profit. Based upon perceived rules of human behaviour. Encourages you to grow your business geometrically. Aims for more transactions with existing members, larger transactions and referrals. Asks that you scout opportunities to cooperate with other businesses, supporting each other in a mutual quest for profits. Suggesting that marketing combination work best, complementing each others. Concentrates on how many new relationships are created. Embraces technology for simplicity and limitless potential. Identifies numerous ways, many of them free, to boost profits. Centred on giving: free gifts, information, consultations and samples. Aimed at individuals. Always intentional; details such as answering the phone are as important as an advertisements. Focuses on creating excellence instead of diversifying.

Table 2. Comparison Guerrilla marketing versus Traditional marketing

Measure of success is sales. Based upon experience and judgement. Suggests that you make your business larger and diversify. Encourages you to grow your business linearly by adding new customers.

Ask that you look around for opportunities to obliterate the competition.

Suggest that advertising, direct mail or website works by itself. Counts the sales receipts. Doesnt rely upon technology as it is perceiving as having limited potential. Indentifies a handful of ways, all at a costs, to promote the business. Centred on talking. Aim at large groups. Often unintentional and formalized and typically embraces mass media.

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GUERILLA MARKETING STRATEGY REALIZATION ASSUMPTIONS

One of the earliest and most well-known examples of effective guerilla marketing is the Marlboro Man. Regardless of your opinion on tobacco, the evidence of Marlboros success cant be ignored. Guerilla Levinson claims that small entrepreneurial firms are very different than large firms. He quotes a Harvard Business Review article by Welsh and White in which it says that small business is not a little version of big business. There is much more to it than just a question of scale. The biggest difference is the relative resource poverty of small businesses. Because of this lack of resources, small business must use an altogether different set of marketing strategies and tactics than big business. A typical entrepreneur should use such guerrilla tactics as: word of mouth campaign, personal canvassing, telemarketing by all members of the firm, personal letters, advertisements in the Yellow pages, personal meetings, circulars and brochures distributed at parking lots, homes, offices, malls, etc., classified ads, ads in local community newspapers, billboards, truck and automotive signs, direct mail campaigns, seminars, lectures, and demonstrations, searchlights, flags and banners, t-shirts, matches, pens, and calendars. It is up to the guerrilla marketer to be creative and devise unconventional methods of promotion. One must use all their personal contacts, both professional and friends/family. One must examine their company and its products looking for sources of publicity. Some forms of publicity can be very inexpensive. It is argued that if you use these guerrilla tactics, you will find your small size is an advantage. You will be able to obtain publicity easier than a large company. You will be closer to your customer and more agile. Although guerrilla marketing was originally crafted for small business, it can be applied to large businesses also. 3. Guerrilla marketing strategy

creativity. Find different methods to get the message about your merchandise or service to reach possible clients. Consider your product as your customer would see it. Who are the potential clients? What are their thought processes? In dealing with teenagers, for example, your campaign should be energetic, to catch and keep their attention and interest. As state Bivainis, Drejeris (2008) the conditions of service business development on the one hand are closely related to the possibility of improved satisfaction of customer needs (for example, in relation to price and quality) and, on the other hand, to customers readiness to pay for the ser-vice a certain amount that is also appropriate for the company. The satisfaction of customers and effective use of the company expenditures are understood as the main business development conditions. A campaign won't likely be attractive for austere professionals or senior citizens (Fig. 1). Marketing is a waste of money and time if youre not attuned to the real world.
Flexible Low cost Targeted Simple Presence (Promote yourself in chat rooms, forums, discussion boards and emails) Energy (seek opportunities and continually market) Network (make contact and develop networks) Smart (tailor your offerings to suit the needs of your members) Technological Use of internet Sms messaging, Web logs and blogs. Direct Free consultations, demonstrations, and peer marketing. Unconventional Stickers/badges, spray paint logos and graffiti ads. Word of mouth Stealth marketing, undercover marketing, live commercials. TACTICS

Guerilla Marketing for an online site or blog is not a fixed group of strategies. No strict regulations apply as such (however, see the guidelines, below) Guerilla marketing gets its power from originality and innovation. It does not entail expensive conventional avenues like TV or radio campaigns. These are tried and true methods that conventional companies have used for years: hand-outs, pens, T-shirts, or decals. Guerilla Marketing campaigns also use techniques that are more out of the ordinary, such as contests, PR stunts, and whatever type of innovative marketing strategy you can imagine. Podcasts are growing in their popularity. Be original with your ideas. To begin your work as a guerilla marketer, you first need to exercise your
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Fig. 1. A good guerrilla campaign is centred around these components

BENEFITS

PRINCIPLES

Reality is not necessarily what you want it to be or what it used to be. Instead, reality is what really is. Too many marketers, thats a major problem, but to guerrilla, its an inviting chance to stand apart from the competition. Reality to guerrillas is the realization that their prospects are constantly being bombarded with marketing, with enticing offers, with cut-rate and cut-throat pricing, and with innovative products and services. The real world to guerrillas takes ten important factors into account: 1. The state of the economy must always be con-

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sidered. 2. The competitive scene is part of reality because competitors have more information than ever before, and they use it to fuel to their marketing. 3. The latest technology is reality because it enables guerrillas to produce more marketing tools, to expose their message to more people, and to reduce their marketing costs as they become increasingly involved with desktop publishing, the Internet, speedy communications and affordable new media. The marketers reputation, the brands image, and specific warranty strategies are also effective risk relievers for the potential Internet shoppers (Tan, 1999). 4. The news of the day has a major impact on reality. 5. Reality also includes your marketing budget because you must live with it and make it stretch to its fullest extent. Now, more than ever, that budget enables guerrillas to market actively but not expensively. 6. Reality is the inevitable clutter of other marketing, the blizzard of direct mail each day, the increasing sophistication of marketing techniques. 7. Reality is knowing that your prospects have things on their mind other than your marketing and why they should buy what youre selling. 8. Reality is knowing the difference between a motivating marketing message and a clever marketing message. 9. Alas, reality is also a ho-hum attitude on the publics mind when it comes to marketing.. 10. Finally, reality is knowing the value of commitment to a plan, patience with a program and restraint in making changes. Guerrillas strive to live in the same world as their prospects and customers. Guerrilla Marketing is a more loosely defined term, and is more of a general description, for an entire category of many differing types of nontraditional marketing methods. These various alternative marketing concepts include; Viral or Blog marketing through social networks, Ambient, Presence and Grassroots marketing, Buzz or word of mouth, Undercover or stealth marketing, as well as Experiential marketing through live interaction with products. Although, as some of these methods such as Social Media become more widely excepted, should they still qualify as Guerrilla? The Internet presents a fundamentally different environment for international marketing and new paradigms will have to be developed to take account of internationalization processes in an electronic age. This will require the launch of a major new research initiative to improve our understanding of Internet-enabled international marketing, especially the extent to which the Net provides a low cost gateway to global markets for small and medium-sized enterprises (Hamill, 1997). Modern Guerilla Marketing can infiltrate any high-traffic areas; from internet sites and shopping
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malls, to nightclubs, parks, beaches and special events to engage consumers with a brand. Guerilla Marketing should extend the branding effort and its message to the end user, on the streets or wherever they are, generating an indelible brand experience and word-of-mouth among the target demographic. Guerilla marketing initiatives should always be based on brand objectives and corporate culture. It is up to the guerrilla marketer to be creative and devise new unconventional methods of promotion; using emerging technologies as possible tools. It should be based more on human psychology than former experiences or guess-work. The primary investment for guerrilla marketing should be in imagination and energy, not simply time and money. 4. Research data analysis

The primary research in form of questionnaire is designed in order reveal personal opinions and information directly from the professionals, which study and working in private and public company in Lithuania and study in International School of Law and Business in Vilnius. The questionnaire is designed according to criteria and objectives set. Following content shows the specific answers to the given questions, below the every question an expla nation is provided. 27 % of the respondents admit that marketing activities and advertising is highly valued in their company. It can be assumed that those companies answering either crucial, important or average may be potentially interested in such marketing campaigns which can considerably increase the marketing efficiency. The broad use of Internet as a marketing tool for presentation of the business and its services and products shows that 64 % of respondents are aware of importance of internet marketing and web site marketing. However, the answers cannot proof that the marketing managers and business owners of the companies value the Internet marketing as an important source of new business opportunities. 36 % of the respondents filled in that public relations and 25 % respondents sales promotion, 31 % outdoor advertising, 46 % transport adverstising is applied in their marketing plans. More than 74 % of the respondents state that the marketing activities and promotion of their companies is usual. 26 % of the respondents who describes their marketing activities like shocking and unexpected may be potentially interested in guerrilla marketing which may significantly increase the attractiveness of their promotion.As a part of the question a link to the concrete definition of the guerrilla Marketing was provided.

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However, seven people out of every ten persons know the term Guerrilla Marketing. The general knowledge of the term is important because further explanation and examples of possible use of guerrilla marketing principles within the businesses may be built on it. 63 % of the respondents state that they know definition of the guerrilla marketing and 37 % of respondents do not know. 27 % of the respondents state that company ever used guerrilla marketing to support objectives, 36 % of respondents state no and 37 % state that they do not know. 63 % of respondents state, that they do not know, that company is going to used guerilla marketing in the future, 25 % of respondents say yes. 83 % respondents answer yes to question The answers to question Do You want to take such measures that could be interesting for Your new website visitors to come to Your company website just to find out what is going on there? can be explained that 98 % of the respondents is interested in creative or even unexpected way that enables the company to clearly differentiate from the competition and attract immediate attention of the target group. This answer strengthens the potential usefulness of guerrilla marketing online adoption to Lithuanian companies where the research was conducted. The answers to the questions reveal that when the guerrilla marketing campaigns should be admitted by the bosses a further process of informing about the potential benefits and realistic plan should be effectively communicated in order to assure that the responsible decision makers will be appropriately informed and that they will be able to make decisions based on objective information. The question whether you are connected to any social site? was designed in order to find out how the respondents are active in communication via nternet by using modern communication channels for social networking. As the answers shows, 29 % of the respondents admitted that they are Facebook users. Facebook, the social network website used mostly for sharing personal news, photos and communication with friends, proofed to be the most used social network. However, around third of the respondents also admitted that they have their profiles on YouTube, the video-sharing website by Google; Microsoft Europe, Myspace, netlog, one.lt reveal that significant number of current business community of marketing managers business owners are active in communication within their community on internet. Respondents answer to question do you have an online newspaper? was distributed as following: 15 % of respondents say yes, 75 % of respondents say no, 10 % of respondents say
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I do not know . Respondents were asked about their company logo. 25 % of respondents say that company logo have attractive attributes, 46 % good quality products (services), nice service company, logo attraction. Respondents answer to question do you think that the application of guerrilla marketing methods to warrant its customers? were distributed following: 27 % of respondents say guerrilla marketing methods to warrant its customers high performance of marketing actions, 8 % controlled by the opinion of the audience, 54 % increasing recognition, 63 % sales promotion. Respondents answer to question what guerrilla marketing actions You will apply in Your company? were distributed following: 61 % of respondents say, that allow clients to discuss the service or goods to express an opinion on them, 44 % ask the opinion of others, 20 % write blogs, commented followed by other ads, 19 % create viral type of information, or even to disseminate negative information to the audience reaction. 5. Conclusions Guerrilla marketing is a variety of low-cost, highimpact marketing techniques that allow small companies and/or individuals to act like big companies. Guerrilla marketing tactics include extreme specialization, aiming every effort at favorably impressing the customers, providing service that goes beyond the customers' expectations, fast response time, turnaround of jobs, and working hours that match the customer's requirements. 2. Guerilla marketing gets its power from originality and innovation. It does not entail expensive conventional avenues like TV or radio campaigns. Guerilla Marketing campaigns also use techniques that are more out of the ordinary, such as contests, PR stunts, and whatever type of innovative marketing strategy you can imagine. 3. The questionnaire responses gathered by the researcher from 59 carefully chosen managers Lithuanian reveals how marketing, internet usage and creativity is important in the organisations. The primary research is designed in order to identify potential problems and potentials of using adopting guerrilla marketing online campaigns into the marketing activities of the business organisations. It can be assumed that those companies answering either crucial, important or average may be potentially interested in such marketing campaigns which can considerably increase the marketing efficiency. Internet, a website presence in particular, was identified by the respondents as the most common channel of communication in the promotion activities. The

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respondents may be interested in creative and innovate marketing communication can be made. The respondents answered that guerrilla marketing would be interesting for their businesses in spite of the fact that the decision makers are probably sceptical about the positives outcomes of such marketing. Respondents clearly stated that the Internet marketing activities of their companies need to be clearly differentiated from their competitors.The research shows that professional community understands that the need of creative and innovate marketing activities and that internet is one of the most appropriate medium for that. 4. Guerrilla Marketers understand that words alone are not enough to ensure marketing success. The presentation of the words has to be as finely executed as the words themselves. Guerrillas understand that design is not a mystery, nor is it a cure-all. Design is a fundamental business competency that can be mastered when the right resources are chosen and properly utilized. References
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