ISSN 2394-5125
 

Research Article 


USING GUERRILLA MARKETING STRATEGY TO ENHANCE MARKETING OPPORTUNITIES

Raad Adnan Raouf.

Abstract
The global markets worry about the intense competition between companies. Positioning and continuity of
these companies in the markets are indispensable requirements because of the companysí various
capabilities which are likely the reasons to compete other companies. As a result, companies that do not
have the financial and human qualifications which help to achieve excellence in an unfair competition,
search for a way out of this stifling stalemate such as the use of some marketing strategies with limited
potentials and that represent a new opportunity to revive the state of competition and gain a positioning in
the field of competition, which was addressed by the current study. The study uses the guerrilla marketing
strategy as a tool to enhance marketing opportunities through an integrated theoretical framework for these
two variables, supported by an analytical framework applied on a sample of a group of companies, Al-
Carwanchi, and the study used questionnaires and personal interviews to collect data. The study aimed to
show the methods of guerrilla marketing strategy to improve marketing opportunities. The relationship
between the two variables were argued for and tested by (spss v.21) statistical software in which a rationale
of the relationship between the variables was shown. The study concluded that there are differences in the
Guerrilla marketing strategy effects on marketing opportunities. This difference suggested the importance
of activating guerrilla marketing strategy in a way that contributes to enhance marketing opportunities.

Key words: (guerrilla marketing strategy - marketing opportunities - buzz marketing)


 
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Pubmed Style

Raad Adnan Raouf. USING GUERRILLA MARKETING STRATEGY TO ENHANCE MARKETING OPPORTUNITIES. JCR. 2020; 7(10): 2823-2835. doi:10.31838/jcr.07.10.462


Web Style

Raad Adnan Raouf. USING GUERRILLA MARKETING STRATEGY TO ENHANCE MARKETING OPPORTUNITIES. http://www.jcreview.com/?mno=128598 [Access: August 18, 2021]. doi:10.31838/jcr.07.10.462


AMA (American Medical Association) Style

Raad Adnan Raouf. USING GUERRILLA MARKETING STRATEGY TO ENHANCE MARKETING OPPORTUNITIES. JCR. 2020; 7(10): 2823-2835. doi:10.31838/jcr.07.10.462



Vancouver/ICMJE Style

Raad Adnan Raouf. USING GUERRILLA MARKETING STRATEGY TO ENHANCE MARKETING OPPORTUNITIES. JCR. (2020), [cited August 18, 2021]; 7(10): 2823-2835. doi:10.31838/jcr.07.10.462



Harvard Style

Raad Adnan Raouf (2020) USING GUERRILLA MARKETING STRATEGY TO ENHANCE MARKETING OPPORTUNITIES. JCR, 7 (10), 2823-2835. doi:10.31838/jcr.07.10.462



Turabian Style

Raad Adnan Raouf. 2020. USING GUERRILLA MARKETING STRATEGY TO ENHANCE MARKETING OPPORTUNITIES. Journal of Critical Reviews, 7 (10), 2823-2835. doi:10.31838/jcr.07.10.462



Chicago Style

Raad Adnan Raouf. "USING GUERRILLA MARKETING STRATEGY TO ENHANCE MARKETING OPPORTUNITIES." Journal of Critical Reviews 7 (2020), 2823-2835. doi:10.31838/jcr.07.10.462



MLA (The Modern Language Association) Style

Raad Adnan Raouf. "USING GUERRILLA MARKETING STRATEGY TO ENHANCE MARKETING OPPORTUNITIES." Journal of Critical Reviews 7.10 (2020), 2823-2835. Print. doi:10.31838/jcr.07.10.462



APA (American Psychological Association) Style

Raad Adnan Raouf (2020) USING GUERRILLA MARKETING STRATEGY TO ENHANCE MARKETING OPPORTUNITIES. Journal of Critical Reviews, 7 (10), 2823-2835. doi:10.31838/jcr.07.10.462