0704-883-0675     |      dataprojectng@gmail.com

GUERRILLA MARKETING FOR IMPROVING PERFORMANCE OF MARKETING OF HOTEL SERVICES IN NIGERIA

  • Project Research
  • 1-5 Chapters
  • Quantitative
  • Simple Percentage
  • Abstract : Available
  • Table of Content: Available
  • Reference Style: APA
  • Recommended for : Student Researchers
  • NGN 3000

ABSTRACT

The concept of Guerrilla marketing subsumes a set of different innovative and creative approach to marketing in today’s marketplace warfare. It aims principally at gaining large effect with a small budget through surprise and diffusion effects. Although the instruments are more and more often applied by today’s practitioners, there is barely scientific discussion about the concept. Therefore, this paper describes the evolution, philosophers’, principles of the concept and current understanding of guerrilla marketing among Hotel entrepreneurs in Imo State, as an attempt to gaining attention of a large number of consumers at relatively low cost by means of surprise effect and diffusion effect. The study highlights how different guerrilla instruments like internal, ambient, sensation, viral, buzz marketing try to evoke these effects. The study uses empirical evidence to discuss the application of the GM principles as found in the sample of 40 Hotels in Imo State. The results shows that the Hotel entrepreneurs’ use of guerrilla marketing weapons is consistent with literature, but are not known by some of these academic names. They all agreed that they cannot survive the larger competitors and rough economic life in Nigeria, without resorting to guerrilla marketing. The study recommends Guerrilla Marketing for the marketing of Hotel services in Nigeria. Guerrilla marketing surprises you and is therefore striking. It all comes together in one:  “impact”. Guerrilla marketing means impact, and that is what today marketplace needs.




FIND OTHER RELATED TOPICS


Related Project Materials

THE ROLE OF AUDITORS IN THE DETECTION AND PREVENTION OF FRAUD IN SOME SELECTED BUSINESS ORGANIZATIONS

ABSTRACT

This project work investigates the role of auditors in the detection and prevention of fraud in some selected b...

Read more
DOMESTIC_AIRPORT_TERMINAL_BUILDING

BACKGROUND TO THE PROJECT

The airpot terminal is a building at an airport where passengers transfer between ground transportation and the...

Read more
AN INVESTIGATION INTO THE METHOD USED FOR CONTROLLING CRACKS IN RESIDENTIAL BUILDINGS

Background of the study

Buildings and engineering structures in the modern world are complicated, and a...

Read more
BANKING REGULATION AND THE PERFORMANCE OF THE NIGERIA BANKING INDUSTRY (1990-2006)

ABSTRACT

 This study is intended to evaluation the effect of banking regulation on the performance of the Nigeria b...

Read more
THE ROLE OF FORENSIC ACCOUNTING IN ANTI-MONEY LAUNDERING EFFORTS

Abstract: THE ROLE OF FORENSIC ACCOUNTING IN ANTI-MONEY LAUNDERING EFFORTS

This study investigates the role of forensic accounting in ant...

Read more
GOVERNMENT EXPENDITURE AND ECONOMIC GROWTH IN NIGERIA: A DISAGGREGATED ANALYSIS

BACKGROUND OF THE STUDY

The relationship between government expenditure and economic growth has continu...

Read more
DOMESTIC AIRLINE OPERATIONS AND MANAGEMENT IN NIGERIA (PROBLEMS AND PROSPECTS)

ABSTRACT

For the first half of the twentieth century, rail and road transport were the only forms of vehicular transport...

Read more
ROLE OF PROPAGATING YORUBA CULTURE

ABSTRACT

Nigeria has three major tribes of which Yoruba is one of them. It is important to state that Yoruba as a tribe...

Read more
EXPLORING THE ROLE OF EARLY CHILDHOOD EDUCATION IN ADDRESSING GENDER-BASED VIOLENCE

ABSTRACT: Exploring the role of early childhood education in addressing ge...

Read more
IMPACT OF ECONOMIC RECESSION ON ADULT EDUCATION FUNDING

Abstract: This research addresses the impact of economic recession on adult education funding. The objective of this study was to investigate...

Read more
Share this page with your friends




whatsapp