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ABSTRACT. Levinson contends that marketing is a process, not an event, and that guerrilla marketing means marketing that is unconventional, non-traditional, not by-the-book, and extremely flexible. As Hickman puts it, guerrilla marketing is any alternative form of marketing using non-conventional means, methods or medias, can infiltrate any high-traffic areas. Sandberg and Stierna argue that, comparing to traditional marketing, guerrilla marketing creates attention with a smaller budget and can result in free publicity in other media.

 

IRINA OLIMPIA SUSANU, NICOLETA CRISTACHE, OANA GHERGHINESCU
 
 
 

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