JASET

A COMPREHENSIVE ANALYSIS OF MODERN GUERRILLA MARKETING TACTICS

Authors

  • Najimova Baxtigul Abdilkasim qizi

    Karakalpak State University named after Berdakh Economics faculty, Department of fundamentals of Management and Economics, 3rd year student majoring in Marketing najimovabaxtigul1@gmail.com
    Author

Keywords:

Guerrilla marketing, low-cost tactics, brand awareness, unconventional techniques, word of mouth, target market, high profits, experiential marketing, ambush marketing, buzz marketing, product placement

Abstract

This article explores the dynamic world of guerrilla marketing, a strategy rooted in creativity and high-impact, low-cost engagement. By analyzing the core components, benefits, and inherent risks of these unconventional tactics, the text provides a comprehensive framework for understanding how brands disrupt traditional advertising patterns. Through various types of execution—ranging from ambient to stealth marketing—and real-world examples like McDonald's and Coca-Cola, the article demonstrates how imagination and energy can outweigh massive budgets in the digital age.

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Published

2026-05-19

Issue

Vol. 1 No. 8 (2026): CONFERENCE OF INNOVATIVE HORIZONS IN SCIENCE & ENGINERING

Section

Articles