Public Relations and Advertising Commons^™

Explore Guerrilla Marketing Potentials For Trade Show, Jie Chen

UNLV Theses, Dissertations, Professional Papers, and Capstones

This is an exploratory research paper trying to identify effective guerrilla marketing practices in solving tradeshow marketing challenges. Major problems faced by trade show marketers are analyzed in the beginning: limited marketing budget, ineffective marketing tools and dissatisfaction from exhibitors. The study introduced guerrilla marketing methods by both exploring the theory and identifying successful cases. At the end, specific guerrilla marketing guidelines were built for tradeshow marketers.