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Title: Guerrilla marketing for non-profit organisations in Singapore.
Authors: Lim, Shi Min.
Tan, Wan Ni.
Krishnan, Mei Shan.
Keywords: DRNTU::Business::Marketing
Issue Date: 2010
Abstract: In the recent years, there has been an increase of use in guerrilla marketing across the industry. The use of guerrilla marketing has been especially evident in Non-Profit Organisations (NPO) worldwide due to its lower cost than traditional marketing. This low cost or no cost way to market to the public makes it even more appealing. Furthermore, the present economic situation is causing even more organisations to address the idea of guerrilla marketing. The purpose of this report is thus to introduce and recommend to NPOs, the possibilities and benefits of adopting guerrilla marketing. Our research paper will explore and evaluate the effectiveness through both quantitative and qualitative approach by means of a literature study, experiment, survey and interview. Data for this research was collected from Nanyang Technological University (NTU) students. To construct a deeper insight, an interview with the authors of the book “Guerrilla Marketing for Nonprofits” that include Mr Jay Conrad Levinson, the person who introduced the term “Guerrilla Marketing” was conducted. The data collected has provided us with additional insights which we will include in our recommendations as to how NPOs can use guerrilla marketing more effectively to gain a better reach to their audience and achieve their goals.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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