Date of Award

Summer 6-2014

Document Type

Thesis

Degree Name

Bachelor Degree

Department

Management, Business and Economics

First Advisor

Uragan Alija

Language

English

Abstract

This research was done for reaching results related to the use of Guerrilla Marketing in Kosovo. The objective of the research was to find out, how much the companies in general use Guerrilla Marketing, what are the benefits of using it, does it create brand awareness, while explaining why it is not yet very common in Kosovo.

In this study it was used a qualitative research technique. Three research propositions were made to analyze the effect of using Guerrilla Marketing and its usage in Kosovo. The first research question aims to find out rather guerrilla marketing gains profits for companies. To answer the first question marketing agencies as well as companies that went guerrilla, were asked for the after results of the guerrilla campaigns. The second question is based on brand awareness, explaining and understanding if guerrilla helps companies to create brand awareness or a positive word of mouth. The last research proposition is focused on explaining why Guerrilla is not a very common marketing strategy in Kosovo.

Additionally, during this research it was noticed that some companies find guerrilla as a better way on creating brand awareness rather than gaining profits. They state that Guerrilla is appropriate on creating brand awareness, but some marketing agencies say that the Kosovo audience is not open to new creative ways of advertising.

During this research there were some implications, because Guerrilla was not a very common advertising strategy in Kosovo this brought to the fact that it was hard to measure the effects of the Guerrilla on creating brand awareness and gaining profits for the company.

DOI

10.33107/ubt-etd.2014.1902

Download

Included in

Business Commons

Share

COinS