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Tactful Management Research JournalVol. 1 , Issue. 5 , Feb 2013ISSN :2319-7943DOI :10.9780/2319-7943/152013/24ORIGINAL ARTICLEGUERILLA MARKETING: REDEFINING MARKETINGVASANTH KIRAN AND DEEPAK JOSEAbstract:In the fast changing conventional world, it is need of hour of doingconventional things unconventionally. Advertising demands nothing else but creativityand budget which Guerilla doesn't. Guerilla Marketing is a means to gain maximumexposure through minimal cost to the company. The term guerilla marketing is used todescribe an unusual system of promotions on a very low budget, relying on time, energy,and the imagination instead of big marketing budgets. Up to par the term has also cometo describe aggressive, unusual marketing methods generically. The paper serves toexplore the uses and needs for the guerilla marketing approach and how they aresuperior and different from the traditional marketing tactics. The associated marketingtechniques of innovative marketing in the new era of cost cutting but bearing maximumimpact on the consumer will also be highlighted. While this paper also would try andunderstand the terminology, its literature, application to the small business andprofitability.KEYWORDS:Guerilla Marketing, Creativity, Small Business, Advertising.INTRODUCTION:If you see the zebra cross white lines being dirty and only one lines being absolutely white and thepicture under it saying Mr White ad, this is Guerilla Marketing. If you see

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