Evaluation Of Guerrilla Marketing (gm), Principles As Strategies For Improving Performance Of Smes In Nigeria

ABSTRACTThe concept of Guerrilla marketing subsumes a set of different innovative and creative approach to marketing in today’s marketplace warfare. It aims principally at gaining large effect with a small budget through surprise and diffusion effects. Although the instruments are more and more often applied by today’s practitioners, there is barely scientific discussion about the concept. Therefore, this paper describes the evolution, philosophers’, principles of the concept and current understanding of guerrilla marketing among Hotel entrepreneurs in Imo State, as an attempt to gaining atten…