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Terminological and Historical Background of Guerilla Marketing as a Marketing Communication Strategy Cover

Terminological and Historical Background of Guerilla Marketing as a Marketing Communication Strategy

Social Communication
Volume 6 (2020): Issue 1 (June 2020)
By:  and    
Open Access
|Jul 2020
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DOI: https://doi.org/10.2478/sc-2020-0009 | Journal eISSN: 2450-7563 (formerly 2299-5382)
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Language: English
Page range: 81 - 92
Published online: Jul 23, 2020
Published in print: Jan 1, 2020
Published by: Sciendo
In partnership with: Paradigm Publishing Services
Keywords:
Guerilla marketing,
Guerrilla warfare,
Marketing strategy,
Military strategy,
Offensive strategy,
Competitive struggle
Related subjects:
Cultural studies,
Media studies,
Media theory,
Genres and media in cultural studies,
Digital media and communication,
Topics in cultural studies,
Media,
Social sciences,
Communication science,
Mass communication

© 2020 Iveta Balážiová, Lucia Spálová, published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 6 (2020): Issue 1 (June 2020)
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