YAŞ MEYVE ve SEBZE PAZARLAMASINDA KOBİLERDE SATIŞI ARTIRACAK PAZARLAMA MODELLERİ
MARKETING MODELS AND EXAMPLES TO INCREASE SALES IN THE AGE FRUIT VEGETABLE INDUSTRY

Summary/Abstract: In this study, guerilla marketing is investigated on conceptualand application basis and application of guerilla marketing in small and medium size enterprises are evaluated with its success terms. The importance of guerilla marketing in means of holistic marketing explained and the effects and instruments of guerilla marketing are introduced in this study. The differences between conventional and guerilla marketing pointed out in the study and guerilla marketing examples are given. In this study, guerilla marketing examples were created for a medium sized manufacturer enterprise in industrial market and the conceptual relation to guerilla marketing is investigated. The study recommends to apply guerilla marketing in small and medium sized enterprises in industrial market to improve marketing effectiveness. The application of guerilla marketing in industrial market is a new subject which should be investigated and developed in means of application and concept; this study outlines the need for further research to improve the effectiveness of applications and to enrich the literature.

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