{"id":1040,"date":"2022-04-21T21:21:00","date_gmt":"2022-04-21T19:21:00","guid":{"rendered":"https:\/\/support.centreforelites.com\/guerrilla-marketing\/"},"modified":"2023-07-22T15:40:18","modified_gmt":"2023-07-22T13:40:18","slug":"guerrilla-marketing","status":"publish","type":"post","link":"https:\/\/support.centreforelites.com\/ru\/guerrilla-marketing\/","title":{"rendered":"What is Guerrilla Marketing and How is it Done?"},"content":{"rendered":"<p><br>The term Guerrilla marketing is easily traced to guerilla warfare which utilizes unusual tactics to achieve a goal in a competitive and callous environment. The term, \u201cGuerrilla marketing\u201d was coined by Jay Conrad Levinson (1983) in his book, \u201cGuerrilla Marketing\u201d,. The term has since entered the popular vocabulary and marketing textbooks.<\/p>\n\n\n\n<p>The business environment is highly competition and in recent times marketers have evolved several approaches and strategies to stay above board. Guerilla marketing is one of such strategies. The aim of guerrilla marketing is to reach more people with a limited budget and a more effective message. This unit introduces you to the concept of Guerrilla marketing, some of the key\u00a0<a href=\"https:\/\/educom360.com\/element-compounds-and-mixtures\/\">elements<\/a>\u00a0of guerilla marketing, the principles of guerilla marketing, the risks involved and the associated\u00a0<a href=\"https:\/\/motivemeaning.blogspot.com\/2022\/04\/marketing-functions.html\" target=\"_blank\" rel=\"noreferrer noopener\">marketing<\/a>\u00a0trends.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/i0.wp.com\/previews.123rf.com\/images\/dizanna\/dizanna1511\/dizanna151100283\/47539623-guerrilla-marketing-mind-map-business-concept.jpg?ssl=1\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/previews.123rf.com\/images\/dizanna\/dizanna1511\/dizanna151100283\/47539623-guerrilla-marketing-mind-map-business-concept.jpg?w=1200&amp;ssl=1\" alt=\"Concept of Guerrilla Marketing\" title=\"Guerrilla Marketing 1\"\/><\/a><figcaption class=\"wp-element-caption\">Concept of Guerrilla Marketing<\/figcaption><\/figure>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69d6ef4a2a01f\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69d6ef4a2a01f\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/support.centreforelites.com\/ru\/guerrilla-marketing\/#The_Concept_and_Definition_of_Guerilla_Marketing\" >The Concept and Definition of Guerilla Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/support.centreforelites.com\/ru\/guerrilla-marketing\/#_Principles_of_Guerrilla_Marketing\" >\u00a0Principles of Guerrilla Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/support.centreforelites.com\/ru\/guerrilla-marketing\/#Risk_involved_in_Guerrilla_Marketing\" >Risk involved in Guerrilla Marketing<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/support.centreforelites.com\/ru\/guerrilla-marketing\/#Associated_Marketing_Trends\" >Associated Marketing Trends<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/support.centreforelites.com\/ru\/guerrilla-marketing\/#Conclusion\" >Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Concept_and_Definition_of_Guerilla_Marketing\"><\/span>The Concept and Definition of Guerilla Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The concept of Guerilla Marketing was invented as an unconventional system of promotion that relies on time,&nbsp;<a href=\"https:\/\/educom360.com\/?p=2036\">energy<\/a>&nbsp;and&nbsp;<a href=\"https:\/\/educom360.com\/the-5-interesting-facts-about-imagination\/\">imagination<\/a>&nbsp;rather than a big&nbsp;<a href=\"https:\/\/motivemeaning.blogspot.com\/2022\/04\/marketing-functions.html\" target=\"_blank\" rel=\"noreferrer noopener\">marketing<\/a>&nbsp;budget. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive and consumers are targeted in unexpected places.<\/p>\n\n\n\n<p>Guerilla marketing is an advertising&nbsp;<a href=\"https:\/\/educom360.com\/?p=2883\">strategy<\/a>&nbsp;in which low-cost unconventional means for example graffiti, sticker bombing and flash mobs are used, usually in localized fashion or large network of individual cells to convey or promote a product or an idea. Customers are shocked and surprised in guerilla marketing as it involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts or any&nbsp;<a href=\"https:\/\/www.academia.edu\/10959437\/Unconventional_marketing\" target=\"_blank\" rel=\"noreferrer noopener\">unconventional marketing<\/a>intended to get maximum results( by way of reaching more people) from minimal resources. With this type of advertising&nbsp;<a href=\"https:\/\/educom360.com\/?p=2883\">strategy<\/a>, customers are able to remember the things that surprised them.<\/p>\n\n\n\n<p>The main objective of guerilla marketing is to create a unique engaging and thought provoking concept to generate buzz and consequently turn viral. Viral (Buzz) Marketing is a marketing technique that encourages people to spread&nbsp;your message to others to make a difference in a short time. The message quickly&nbsp;spreads like a virus from one person to another.<\/p>\n\n\n\n<p>Some key&nbsp;<a href=\"https:\/\/educom360.com\/element-compounds-and-mixtures\/\">elements<\/a>&nbsp;of guerilla marketing are<\/p>\n\n\n\n<p><a><\/a>i.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Creativity<\/p>\n\n\n\n<p><a><\/a>ii.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Unexpectedness<\/p>\n\n\n\n<p><a><\/a>iii.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;More for less<\/p>\n\n\n\n<p>The pictures below, Figures 3.1.1 and 3.1.2 are perfect examples of guerilla marketing, the firs t is that of pasta firm and the other, a beverage firm. In order to keep a place in the mind of its customers, the pasta company created a huge sticker of a faces turned ships into permanent pasta nibblers. The Beverage Company also created replicas of ice cream and coffee on the roundabout in the high ways.<\/p>\n\n\n\n<p>This technique of marketing breaks the traditional marketing rules; it is unique, highly visible, unexpected and sort of shocking. It is very successful in attracting a lot of attention as evident in the pictures of figures 3.1.2 and 3.1.2b of guerilla marketing by the Beverage Company.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/i0.wp.com\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEgKHK9tKwY6YYnsql7z7L8dA_QLJprQez3csS9M5-rpXsvu-5RA_UQR993nfMqHhZQGwR5UociD-5dcbPrINAbOyJzz6JvRxtlfz4HWgw6QZ89YSI4FYgP-KrXQtE1WpcnpY1hZw62i_XYFjWX0Ttslzwd7hhsvH7_aZod-hmqqV5jVMXe4oR6NZGKB\/s502\/image.png?ssl=1\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEgKHK9tKwY6YYnsql7z7L8dA_QLJprQez3csS9M5-rpXsvu-5RA_UQR993nfMqHhZQGwR5UociD-5dcbPrINAbOyJzz6JvRxtlfz4HWgw6QZ89YSI4FYgP-KrXQtE1WpcnpY1hZw62i_XYFjWX0Ttslzwd7hhsvH7_aZod-hmqqV5jVMXe4oR6NZGKB\/w271-h400\/image.png?resize=271%2C400&amp;ssl=1\" alt=\"Guerrilla Marketing\" title=\"sticker of a face permanently nibbling pasta\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/i0.wp.com\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEiBz_yPSiNqGaJTSMhdue8IPDQ4KiGq7UCZ-zwUI6eU4tOuH6KOXEuL0eTUEUqD0lQuCIYcEjGnGwpsu0rvIU93-lAu-a4CidC8SwGef9m4t9GkPzgUWTlfj4f9FC5eCgGmL2GnulpEGZPcJEo9geOIsuzIjGm1Fcic1uE0Jupp1hxKJO4jEjhWYV6r\/s446\/image.png?ssl=1\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEiBz_yPSiNqGaJTSMhdue8IPDQ4KiGq7UCZ-zwUI6eU4tOuH6KOXEuL0eTUEUqD0lQuCIYcEjGnGwpsu0rvIU93-lAu-a4CidC8SwGef9m4t9GkPzgUWTlfj4f9FC5eCgGmL2GnulpEGZPcJEo9geOIsuzIjGm1Fcic1uE0Jupp1hxKJO4jEjhWYV6r\/w399-h400\/image.png?resize=399%2C400&amp;ssl=1\" alt=\"Guerrilla Marketing\" title=\"Use of Guerrilla Marketing to attract a lot of attention to Beverage Company\"\/><\/a><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><a href=\"https:\/\/i0.wp.com\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEhmIiNFTum3gBW-4AsHEIULTYEqNgXM7bRXZkxEKvp7f0M8hJFjZP_t5rEGzeaI0AnJ9N6t8AT8oYGz9I9L3XJbgKaBsG1FEnmKSqZcaz1ioNCOJ9-MjUJiLUXTWVwXNI149mZrSdhAZfBLPF1UYaiIvnX4bQBj4HnVpQGHXWZTJmYvcY4l4GLgG5_0\/s447\/image.png?ssl=1\" target=\"_blank\" rel=\"noreferrer noopener\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEhmIiNFTum3gBW-4AsHEIULTYEqNgXM7bRXZkxEKvp7f0M8hJFjZP_t5rEGzeaI0AnJ9N6t8AT8oYGz9I9L3XJbgKaBsG1FEnmKSqZcaz1ioNCOJ9-MjUJiLUXTWVwXNI149mZrSdhAZfBLPF1UYaiIvnX4bQBj4HnVpQGHXWZTJmYvcY4l4GLgG5_0\/w398-h400\/image.png?resize=398%2C400&amp;ssl=1\" alt=\"Guerrilla Marketing\" title=\"guerilla marketing by the in attracting a lot of attention to Beverage Company\"\/><\/a><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"_Principles_of_Guerrilla_Marketing\"><\/span>\u00a0Principles of Guerrilla Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Levinson (1983) identified the following principles as the foundation of guerilla marketing and these are:<\/p>\n\n\n\n<p><a><\/a>i.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;The first principle is that guerilla marketing is specifically geared for the small business and entrepreneur- who need to make an impression in the industry as there are already existing players in the industry.<\/p>\n\n\n\n<p><a><\/a>ii.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;It should be based on human psychology rather than experience, judgment and guess&nbsp;<a href=\"https:\/\/educom360.com\/?p=2712\">work<\/a><\/p>\n\n\n\n<p><a><\/a>iii.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;The primary statistic to measure your business is the amount of profit, not sales<\/p>\n\n\n\n<p><a><\/a><a href=\"https:\/\/educom360.com\/?p=2374\">iv<\/a>.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;The marketer should also concentrate on how many new relationships are made each month<\/p>\n\n\n\n<p><a><\/a>v.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Create standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services.<\/p>\n\n\n\n<p><a><\/a>vi.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers and larger transactions<\/p>\n\n\n\n<p><a><\/a>vii.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Use current technology as a tool to build your business<\/p>\n\n\n\n<p><a><\/a>viii.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Messages are aimed at individuals or small groups, the smaller the<\/p>\n\n\n\n<p>better.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"risk-involved-in-guerilla-marketing\"><span class=\"ez-toc-section\" id=\"Risk_involved_in_Guerrilla_Marketing\"><\/span>Risk involved in Guerrilla Marketing<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>i.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;There is the risk of misrepresentation of the brand image intended to<\/p>\n\n\n\n<p>be promoted as word of mouth does not always present the brand image decided.<\/p>\n\n\n\n<p>In many situations, Guerilla marketing is not very definitive if it tries to promote brand image thoroughly and creates false rumours about the brand.<\/p>\n\n\n\n<p>iii. There are also times that the devices used might be misunderstood, for example, in a particular case of guerilla marketing around Boston, USA, several magnetic boxes used to promote animated&nbsp;<a href=\"https:\/\/educom360.com\/product\/sequences-and-series-grade-11\/\">series<\/a>&nbsp;of teen Aqua Hunger&nbsp;<a href=\"https:\/\/educom360.com\/?p=2729\">Force<\/a>&nbsp;were mistaken for possible explosives and this led to the closure of bridges, several subway station as the police examined, removed and destroyed the devices.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"associated-marketing-trends\"><span class=\"ez-toc-section\" id=\"Associated_Marketing_Trends\"><\/span>Associated Marketing Trends<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The term Guerrilla Marketing is now often used more loosely as a description for non-traditional media such as :<\/p>\n\n\n\n<p><a><\/a>1.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Live-in Marketing- This involves real life product <a href=\"https:\/\/support.centreforelites.com\/ru\/the-concept-of-staffing\/\">placement<\/a><\/p>\n\n\n\n<p><a><\/a>2.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Undercover Marketing- This involves subtle product <a href=\"https:\/\/support.centreforelites.com\/ru\/the-concept-of-staffing\/\">placement<\/a><\/p>\n\n\n\n<p><a><\/a>3.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Experiential Marketing- This occurs when a customer meets with a product<\/p>\n\n\n\n<p>and uses it. They play a vital role while making the purchase decision. They provide greater interaction between firm and consumer<\/p>\n\n\n\n<p><a><\/a>4.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Tissue-pack Marketing- This involves hand to hand marketing.<\/p>\n\n\n\n<p><a><\/a>5.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;<a href=\"https:\/\/www.streetadvertisingservices.com\/blog\/article\/everything-you-need-to-know-about-reverse-graffiti\" target=\"_blank\" rel=\"noreferrer noopener\">Reverse Graffit<\/a>i:&nbsp; This refers to clean pavement adverts<\/p>\n\n\n\n<p><a><\/a>6.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Undercover Marketing: This involves subtle product <a href=\"https:\/\/support.centreforelites.com\/ru\/the-concept-of-staffing\/\">placement<\/a><\/p>\n\n\n\n<p><a><\/a>7.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Viral Marketing: This is done through social networks<\/p>\n\n\n\n<p><a><\/a>8.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Grassroots Marketing:&nbsp; This involves tapping into the collective efforts of brand enthusiasts<\/p>\n\n\n\n<p><a><\/a>9.&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;Buzz Marketing:&nbsp; This is word of mouth marketing&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"conclusion\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Guerilla Marketing is an inexpensive but non conventional way of promoting goods and services. It is highly visible, spontaneous and highly successful for attracting a lot of attention. It is highly recommended for small businesses or new entrants into any industry as a way getting attention from people or customers.<\/p>","protected":false},"excerpt":{"rendered":"<p>The term Guerilla marketing is easily traced to guerilla warfare which utilizes unusual tactics to achieve a goal in a competitive and callous environment. The term, \u201cGuerilla marketing\u201d was coined by Jay Conrad Levinson (1983) in his book, \u201cGuerilla Marketing<\/p>","protected":false},"author":1,"featured_media":2012,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"wds_primary_category":135,"footnotes":""},"categories":[135],"tags":[178,226],"class_list":["post-1040","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fundamentals-of-marketing","tag-business-management","tag-marketing-strategies"],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Guerrilla-Marketing-Mind-Map-Business-Concept.webp?fit=1200%2C900&ssl=1","jetpack-related-posts":[{"id":1058,"url":"https:\/\/support.centreforelites.com\/ru\/strategy-evaluation\/","url_meta":{"origin":1040,"position":0},"title":"Strategy Evaluation. 4 Excellent techniques to consider","author":"centreforelites","date":"20 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"This article deals essentially with strategy evaluation. The need for evaluation of strategies being adopted is properly set out. Evaluation is necessary especially for corrective adjustment. A good strategy may also need improvement since no condition or situation is permanent. There are many approaches to strategy evaluation as will be\u2026","rel":"","context":"\u0412 &quot;Strategic Management&quot;","block_context":{"text":"Strategic Management","link":"https:\/\/support.centreforelites.com\/ru\/category\/strategic-management\/"},"img":{"alt_text":"Strategy Evaluation. 4 Excellent techniques to consider","src":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Strategy-Evaluation1.png?fit=1024%2C918&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Strategy-Evaluation1.png?fit=1024%2C918&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Strategy-Evaluation1.png?fit=1024%2C918&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Strategy-Evaluation1.png?fit=1024%2C918&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":1057,"url":"https:\/\/support.centreforelites.com\/ru\/shortcomings-of-bcg-portfolio-evaluation\/","url_meta":{"origin":1040,"position":1},"title":"Shortcomings of BCG portfolio evaluation","author":"centreforelites","date":"20 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"There are many shortcomings that are associated with BCG portfolio evaluation. These observed weaknesses of BCG created the obvious need for more probing techniques of business strategy evaluation. Other approaches include General Electric Motor (GE) approach and the life cycle matrix approaches, which take care of some of BCG\"s weaknesses.\u2026","rel":"","context":"\u0412 &quot;Strategic Management&quot;","block_context":{"text":"Strategic Management","link":"https:\/\/support.centreforelites.com\/ru\/category\/strategic-management\/"},"img":{"alt_text":"Shortcomings of BCG portfolio evaluation","src":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Shortcomings-of-BCG-portfolio-evaluation.png?fit=727%2C409&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Shortcomings-of-BCG-portfolio-evaluation.png?fit=727%2C409&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Shortcomings-of-BCG-portfolio-evaluation.png?fit=727%2C409&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Shortcomings-of-BCG-portfolio-evaluation.png?fit=727%2C409&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":1063,"url":"https:\/\/support.centreforelites.com\/ru\/introduction-to-strategic-choice\/","url_meta":{"origin":1040,"position":2},"title":"Introduction to Strategic Choice","author":"centreforelites","date":"20 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"This article deals with strategic choice. This implies that there are many alternating or array of strategies from which the organisation can chose based on the outcome of the organisation's environmental analysis. In making strategic choice, the manager must take cognizance of certain factors like structure and the culture of\u2026","rel":"","context":"\u0412 &quot;Strategic Management&quot;","block_context":{"text":"Strategic Management","link":"https:\/\/support.centreforelites.com\/ru\/category\/strategic-management\/"},"img":{"alt_text":"Strategic Choice in Business","src":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Strategic-Choice-in-Business.jpg?fit=640%2C494&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Strategic-Choice-in-Business.jpg?fit=640%2C494&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/support.centreforelites.com\/wp-content\/uploads\/2022\/04\/Strategic-Choice-in-Business.jpg?fit=640%2C494&ssl=1&resize=525%2C300 1.5x"},"classes":[]},{"id":1064,"url":"https:\/\/support.centreforelites.com\/ru\/elements-of-swot-analysis\/","url_meta":{"origin":1040,"position":3},"title":"Elements of SWOT analysis","author":"centreforelites","date":"20 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"This article is about SWOT analysis, which has to do with the analysis or evaluation of the strengths, weaknesses; opportunities and threats (SWOT) to an organisation. The strengths and weaknesses deal with the internal circumstances of an organisation while the opportunities and the threats deal with the external environment of\u2026","rel":"","context":"\u0412 &quot;Strategic Management&quot;","block_context":{"text":"Strategic Management","link":"https:\/\/support.centreforelites.com\/ru\/category\/strategic-management\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1089,"url":"https:\/\/support.centreforelites.com\/ru\/the-strategic-marketing-planning-process\/","url_meta":{"origin":1040,"position":4},"title":"THE STRATEGIC MARKETING PLANNING PROCESS","author":"centreforelites","date":"10 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"Strategic marketing planning is a five-step process that assesses current performance; establishes specific marketing objectives; determines positioning and differential advantage; selects target markets and measures market demand, and designs a strategic marketing mix.\u00a0 With the plans in place, the marketing programmes are implemented, while the results are monitored. If the\u2026","rel":"","context":"\u0412 &quot;Marketing&quot;","block_context":{"text":"Marketing","link":"https:\/\/support.centreforelites.com\/ru\/category\/marketing\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1060,"url":"https:\/\/support.centreforelites.com\/ru\/types-of-strategies-in-business-management\/","url_meta":{"origin":1040,"position":5},"title":"6 Types of Strategies in Business Management","author":"centreforelites","date":"20 \u0430\u043f\u0440\u0435\u043b\u044f, 2022","format":false,"excerpt":"This article talks about the different types of strategy in business management that are in use in various organisations for different organisational challenges and to address specific issues. Such challenges and issues border on growth, market share, product development and diversification. Great and difficult challenges such as liquidation, divestiture, retrenchment\u2026","rel":"","context":"\u0412 &quot;Strategic Management&quot;","block_context":{"text":"Strategic Management","link":"https:\/\/support.centreforelites.com\/ru\/category\/strategic-management\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"jetpack_sharing_enabled":true,"jetpack_likes_enabled":true,"_links":{"self":[{"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/posts\/1040","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/comments?post=1040"}],"version-history":[{"count":1,"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/posts\/1040\/revisions"}],"predecessor-version":[{"id":2011,"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/posts\/1040\/revisions\/2011"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/media\/2012"}],"wp:attachment":[{"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/media?parent=1040"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/categories?post=1040"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/support.centreforelites.com\/ru\/wp-json\/wp\/v2\/tags?post=1040"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}