Title: Evolution of guerrilla marketing as an emergent marketing strategy in global and Indian context

Authors: Harshita Gupta; Saumya Singh

Addresses: Department of Management Studies, Indian Institute of Technology (ISM), Dhanbad-826001, Jharkhand, India ' Department of Management Studies, Indian Institute of Technology (ISM), Dhanbad-826001, Jharkhand, India

Abstract: Historical evolution of marketing has always been a major concern of the academicians. The paper is an attempt to divulge the history behind an unconventional marketing tool which although being used on a worldwide scale, yet remains less discussed in the name of guerrilla marketing in literature as compared to other marketing tools. Roots of this marketing instrument stayed scattered until now. But the present discourse attempts to accumulate the chunks from the available literature into a more organised form with a logical flow of events leading to the rise of guerrilla marketing in context to developed and developing economies.

Keywords: guerrilla marketing; historical evolution; guerrilla marketing in India; guerrilla art; innovative marketing; guerrilla warfare; marketing mix; unconventional marketing; street art; business strategy; marketing strategy; strategic marketing.

DOI: 10.1504/IJICBM.2020.109743

International Journal of Indian Culture and Business Management, 2020 Vol.21 No.2, pp.247 - 261

Received: 21 May 2019
Accepted: 06 Jul 2019
Published online: 22 Sep 2020 *

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