fieldid E-Thesis & Research สถาบันเทคโนโลยีไทย-ญี่ปุ่น
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บทคัดย่อ
GUERRILLA MARKETING A CASE STUDY ON WEDDNG SERVICE BUSINESSES : The main purpose of this independent study is to examine guerrilla marketing concept and observe the responses of decision maker in the wedding service businesses toward the concept. First part of the study describe the basic theoretical framework of guerrilla marketing concept and the outlook on the tools, so called guerrilla weapons in which corresponded the traditional marketing concepts. Although phenomenal due to the extreme creativity and low budget oriented, the lack of information and data about the guerrilla marketing, including the tactics, effects, and ethics, still limit the practice and implementation of guerrilla marketing. The final part of the study includes the wedding service business case study which demonstrates the opinions of four key informants towards the concept of guerrilla marketing, as well as the potential of implementation. This part of research involves qualitative research data, particularly indepth interview. Results reveals that although guerrilla marketing seem to be very interesting due to its creativity and low budget concept and, in fact, some had implemented it without realizing, yet it is still rejected on implementation by giving the reasons of the concerns acceptance sensitivity of the customers and the competitors. The rejection can be explained through the “garbage can model” decision making, in which an individual decides to act according to the limited information and situation. The behavior of such justificat
ผู้แต่ง
Sutirat Simapornchai
ประเภทสิ่งพิมพ์
บทความวิจัย (EEM) 2015
ปีที่พิมพ์
1
เลขหน้า
6
หัวเรื่อง
Executive Enterprise Management
หัวเรื่อง
Thai-Nichi Institute of Technology.Executive Enterprise Management
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