{"product_id":"kathireshan-powrani-guerrilla-marketing-effects-on-consumer-purchase-intention-of-gen-y-9786209190667","title":"Guerrilla Marketing Effects on Consumer Purchase Intention of Gen Y","description":"Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. The original term was coined by Jay Conrad Levinson in his 1984 book 'Guerrilla Advertising'. Street marketing is a subset of guerrilla marketing. Like guerrilla marketing, street marketing has the characteristic of being unconventional.[25] However, it is limited to the streets or public places. Other forms of guerrilla marketing use other media and processes, such as the Internet, to establish communication with the customers.","brand":"LAP LAMBERT Academic Publishing","offers":[{"title":"Default Title","offer_id":53768931213654,"sku":null,"price":0.0,"currency_code":"EUR","in_stock":false}],"url":"https:\/\/www.momoxbooks.com\/products\/kathireshan-powrani-guerrilla-marketing-effects-on-consumer-purchase-intention-of-gen-y-9786209190667","provider":"momoxbooks","version":"1.0","type":"link"}