Marketing Management

Describe the primary differences between guerrilla marketing and traditional marketing. Imagine being approached by the owner of a small clothing boutique. She has heard about guerrilla marketing and wants to try it. Why should she use guerrilla marketing? What are the pros and cons? What guerrilla marketing techniques would you suggest? Be specific.

Can you think of a lifestyle marketing program or an experiential marketing campaign that you encountered? What was your reaction? Was the approach effective? Why or why not? What about with other consumers? If you have not experienced lifestyle or experiential marketing, think of a situation and brand where you think it would be effective. Explain why.

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