THE INFLUENCE OF THE GUERRILLA MARKETING IN PROMOTIONAL STRATEGY ON THE SUCCESS OF THE COMPANY'S BUSINESS
THE INFLUENCE OF THE GUERRILLA MARKETING IN PROMOTIONAL STRATEGY ON THE SUCCESS OF THE COMPANY'S BUSINESS

Summary/Abstract: Guerrilla marketing as a specific way of promoting and communicating with consumers represents a modern and different way of promotion, which is particularly suitable for smaller companies precisely because of lower costs and applicable in the field of tourism, especially if we are talking about the concept of sustainable tourism. In essence, this concept of guerrilla marketing refers to an innovative marketing strategy that focuses on creativity and unconventional methods in order to attract the attention of potential consumers in an unusual and favorable way. The main goal and purpose of the research is to point out the advantages of applying this specific marketing strategy and to investigate the degree of application of this concept on the domestic market. The problems that we are faced can be divided into several segments and the most recognizable are: low representation and familiarity of domestic companies with this concept within marketing, and unfamiliarity with the advantages that this type of promotion brings. The main goal of this paper is to show the concept of guerrilla marketing and familiarity with it, and how guerrilla marketing affects the business of a company. Looking at the issue of the research itself, the main goal of the work is to research and the impact of guerrilla marketing on the success of the company's operations. Accordingly, the primary hypothesis of the work is as follows: Familiarity with the concept of guerrilla marketing affects its application in the company's promotional activities; Employed persons have a more positive attitude towards the application of guerilla marketing on the domestic market than unemployed persons. The results of this research can contribute to the realization of the advantages of the guerilla marketing strategy and its greater application as part of the promotional strategy, especially among domestic small businesses in the future.

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