Title: Stealth Marketing: HOW TO REACH CONSUMERS SURREPTITIOUSLY
Title: Stealth Marketing: HOW TO REACH CONSUMERS SURREPTITIOUSLY
.........................................................................................
Authors: Kaikati, Andrew M. (andrew.m.kaikati@accenture.com), Kaikati, Jack G. (jkaikat@siue.edu)
Subject: Marketing & CRM
Publish: 2004
Status: full text
Source: California Management Review; Summer2004, Vol. 46 Issue 4, p6-22
پابگاه علمی مدیریت و حسابداری منبع: mba20.blog.ir
Abstract:
The article discusses stealth marketing methods used by companies to
reach consumers without their motives being obvious. It is noted that
word of mouth and peer group recommendation are the most effective
promotional and marketing tools. The ive of creating "buzz" for a new
product or service is to perpetuate an environment where consumers carry
the message along to others. Stealth marketing techniques are being
driven by a growing criticism of the advertising industry. Guerrilla
marketing techniques include viral marketing, brand pushers, celebrity
marketing, bait-and-tease marketing, and marketing in popular music. The
author feels that brand managers need to consider the strengths and
weaknesses of stealth marketing and traditional marketing before they
decide on either
..............................................................................
