When a company maximizes profits with a minimal investment and employs unconventional methods to achieve this, it is called Guerrilla Marketing. Small businesses that use this strategy become huge successes by penetrating the global consumer environment at a low cost. This calls for a certain degree of flexibility and willingness to adapt to market changes from small businesses. Factors influencing guerrilla marketing include competition, the environment, latest technology developments, current market trends and budgeting. This book outlines this successful business strategy and traces its origin and effects.
ABOUT THE AUTHOR Nasreen Taher
Nasreen Taher holds a Masters degree in Business Management and a Postgraduate Diploma in Print and Broadcast Journalism. Prior to joining Icfai, she was associated with various national dailies and a business magazine as an Editor. Several of her short stories have been published in women’s magazines, and a few of these have received meritorious recognition. She has written a large number of original articles and book reviews which have been featured in various publications. At present, as a consulting editor, she has been actively involved in research, and editing of publications at the Center for Business Research, Icfai Business School, Bangalore.
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