Bovi, Claudia (A.A. 2020/2021) Guerrilla marketing: l’incanto per un mondo disincantato. Tesi di Laurea in Marketing, Luiss Guido Carli, relatore Michele Costabile, pp. 55. [Bachelor's Degree Thesis]

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Abstract/Index

L'evoluzione del marketing: da conventional ad unconventional. L’evoluzione della pubblicità tradizionale. Il guerrilla marketing. Le principali differenze tra marketing tradizionale e guerrilla marketing. Il comportamento dei consumatori. Le principali tipologie di guerrilla marketing. Word of mouth. Buzz marketing. Viral marketing. Ulteriori tipologie: stealth, ambush & ambient marketing. Case study. Aston Martin. Red Bull. Nike.

References

Bibliografia: pp. 53-54. Sitografia: p. 55.

Thesis Type:	Bachelor's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Management (L-18)
Chair:	Marketing
Thesis Supervisor:	Costabile, Michele
Academic Year:	2020/2021
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	29 Oct 2021 06:43
Last Modified:	29 Oct 2021 06:43
URI:	https://tesi.luiss.it/id/eprint/30553

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