Street marketing : the future of guerrilla marketing and buzz / Marcel Saucet ; foreword by Derrick Borte.

"This compelling book shows companies new methods of marketing communication that will break through the noise created by the competition and allow them to differentiate their offerings and their brands"-- "This title identifies obstacles impeding conventional communications campaigns in today's wor...

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Bibliographic Details
Main Author: Saucet, Marcel (Author)
Other Authors: Borte, Derrick, 1967- (writer of foreword.)
Language:English
Published: Santa Barbara : Praeger, [2015]
Subjects:
Internet marketing.
Target marketing.
Consumers' preferences.
Relationship marketing.
BUSINESS & ECONOMICS / Marketing / General.
BUSINESS & ECONOMICS / Advertising & Promotion.
BUSINESS & ECONOMICS / E-Commerce / Internet Marketing.
Physical Description:xiii, 191 pages : illustrations ; 25 cm
Format: Book
Contents:
  • Marketing today. The crisis in conventional marketing
  • Unconventional marketing
  • The street today. Reimagining the street
  • Where the street generates a modern culture
  • The street and word-of-mouth
  • Street marketing. An evolving practice
  • Creating a street marketing campaign
  • Generating buzz
  • Evaluating buzz
  • New applications of street marketing. Customizing street marketing in unexpected ways
  • Social causes and the street
  • Conclusion: the outlook for street marketing.