The influence of guerrilla marketing on the business of small and medium enterprises

Glavna tema ovog diplomskog rada je utjecaj gerila marketinga na poslovanje malih i srednjih poduzeća. U prvom dijelu rada objašnjena su pojmovna određenja marketinga, gerila marketinga, malih i srednjih poduzeća. Nadalje, u radu su definirani učinci gerilskog marketinga, oblici, efekti te razlike između tradicionalnog i gerilskog marketinga. Za razumijevanje pojma gerila marketing, u radu je definirana i povijest gerilskog marketinga. Empirijski dio ovog rada usmjeren je na utjecaj gerila marketinga na poslovanje malih i srednjih poduzeća, kroz analizu sadržaja te intervju s direktorom maloprodaja poljoprivredne ljekarne Prvča. Nadalje, u radu su postavljene tri hipoteze koje su primjenjive i razrađene u samom diplomskom radu. Cilj rada je prikazati utjecaj poslovanja izazvan gerilskim marketingom te prikazati kako se uz kreativnost, maštu i trud mogu postići veliki rezultati. Zaključno, u zadnjem dijelu ovog diplomskog rada je obrada i analiza podataka te zaključak. The main topic of this thesis influenced the marketing of marketing on the business of small and medium enterprises. The first part of the paper explains the conceptual definitions of marketing, guerrilla marketing, small and medium enterprises. Furthermore, the paper defines the effects of guerrilla marketing, forms, effects and differences between traditional and guerrilla marketing. To understand the concept of guerrilla marketing, the paper defines the history of guerrilla marketing. The empirical part of this paper focuses on the impact of guerrilla marketing on the business of small and medium enterprises, through content analysis and an interview with the retail director of the agricultural pharmacy Prvča. Furthermore, the paper sets out three hypotheses that are applicable and elaborated in the thesis. The aim of this paper is to show the impact of business caused by guerrilla marketing and to show how great results can be achieved with creativity, imagination and effort. In conclusion, in the last part of this diploma thesis, the data analysis and the conclusion are processed.