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The guerrilla marketing promotion strategy was first identified by Jay Conrad Levinson in his book Guerrilla Marketing (1984). The book describes hundreds of "guerrilla marketing weapons" in use at the time. Guerrilla marketers need to be creative in devising unconventional methods of promotion to maintain the public's interest in a product or ...
In September, an Australian ad depicting Indian god Ganesha with lamb caused major controversy in nation. [5] [6] In November, food delivery service Zomato pulled off several banners from various cities featuring two dominant Hindi profanities. [7]
Also known as guerrilla marketing or ambush marketing, attack marketing is a form of marketing that incorporates a series of creative and strategic techniques used to build and maintain public awareness surrounding a person, place, product, or event.
Street marketing is a form of guerrilla marketing that uses nontraditional or unconventional methods to promote a product or service. [1] Many businesses use fliers, coupons, posters and art displays as a cost-effective alternative to the traditional marketing methods such as television, print and social media. [ 2 ]
Marketing warfare strategies represent a type of strategy, used in commerce and marketing, that tries to draw parallels between business and warfare and then applies the principles of military strategy to business situations, with competing firms considered as analogous to sides in a military conflict, and market share considered as analogous to territory in dispute.
The first to use the term "guerrilla marketing" describing 'unconventional' marketing tools used in cases when financial or other resources are limited or non-existent. [7] [8] His first book Guerrilla Marketing was published in 1984 and has been named by Time as one of the top 25 best business books, [9] [10] with over 21 million sold.
Targets of Violence: Evidence from India’s Naxalite Conflict Oliver Vanden Eynde (2013), Paris School of Economics. India’s Naxalite Insurgency: History, Trajectory, and Implications for U.S.-India Security Cooperation on Domestic Counterinsurgency by Thomas F. Lynch III – Institute for National Strategic Studies.
Chandrahas Choudhury of the Washington Post describes the book as a "riveting account of the face-off in the forests of central India between the Indian state and the Maoists or Naxalites, a shadowy, revolutionary guerrilla force with tens of thousands of cadres." [2] Choudhury describes Roy as "one of India's most distinctive voices". [2]