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Healthcare Glossary

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Guerrilla marketing

The strategy of targeting small and specialised customer groups in such a way that bigger companies will not find it worthwhile to retaliate.

Commonly, guerrilla marketing campaigns are unpredictable and irregular, occasionally interactive, and buyers are targeted in unexpected areas. The aim of online guerrilla marketing is to create an individual, absorbing and engaging concept to generate excitement, and subsequently turn viral.

See also:
Market niche
Viral marketing
Campaign
e-Marketing

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