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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
Related terms
Search engine marketing (SEM), Open ended question, Brand value, Disease awareness marketing, Focused Advertising Sampling Technique (FAST) Marketing, Marketing myopia, Drop out, Critical success factors, Digital creative, Market attractiveness, Brand mapping , Environmental set, Electronic point of sale (EPOS) system, Offensive marketing, Marketing planning,
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Onyx Health is a healthcare communications and PR agency based in the North East of England, but with a national...
