Guerrilla marketing: a creative and small budget approach to entrepreneurial marketing

ENThis paper focuses on guerrilla marketing as an approach for creative and small budget entrepreneurial marketing communication. The aim of this paper is to answer the question how guerrilla marketing can be effectively used for entrepreneurial businesses’ marketing communication. In pursuance to reach the aim, this paper employs scientific literature analysis and synthesis in the field of guerrilla marketing as well as expert interviews. Results of this research prove that guerrilla marketing is most commonly used by entrepreneurial businesses as a creative, memorable, unusual and unconventional solution of marketing communication. A very important advantage of guerrilla marketing for entrepreneurial businesses is smaller marketing budget. Key words: guerrilla marketing, entrepreneurial marketing, creative marketing, small budget marketing, entrepreneurial business, marketing communication.