Street marketing
Subtitle: the future of guerrilla marketing and buzz
By: Marcel Saucet ; foreword by Derrick Borte
Contributors: Borte, Derrick, 1967- writer of foreword
Publisher: Praeger
Published: 2015
Language: eng
Number of pages: 191
ISBN-13: 9781440838385
Subjects: Target marketing; Relationship marketing; Internet marketing; Consumers' preferences
Description: "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 world; the most appropriate responses to these problems might in fact be new marketing concepts. What the book ultimately reveals are the key factors in a successful street marketing campaign"--

"Consumers see roughly 6,000 advertisements daily--30,000 brands per month. Marketing and advertising in saturated markets is tough. How can companies successfully differentiate their offerings and their brands? In Street Marketing": The Future of Guerrilla Marketing and Buzz, Marcel Saucet answers this question by exposing readers to new forms of unconventional marketing. Intended for companies as well as marketing students, this is a guide to the vibrant future of marketing, where social media meets the street. The advantages of applying the author's Street Marketing methods include low cost, high impact, the ability to apply a personal approach, and genuine novelty of the messaging that garners the consumer's attention. The book examines why conventional marketing is no longer enough to sell products and services, and explains how Street Marketing creatively promotes the brand in the street--via street art and street culture--that results in an innovative and cost-effective methodology to reach buyers. Readers will come away with a comprehension of the current crisis on conventional marketing and with the ability to conceptualize their own guerrilla marketing campaign in the street, at shopping malls, and other public places." -- Publisher's description
Notes: Includes bibliographical references (pages 173-177) and index.
Table of contents: title: Marketing today. The crisis in conventional marketing; title: Unconventional marketing; title: The street today. Reimagining the street; title: Where the street generates a modern culture; title: The street and word-of-mouth; title: Street marketing. An evolving practice; title: Creating a street marketing campaign; title: Generating buzz; title: Evaluating risk; title: New applications of street marketing. Customizing street marketing in unexpected ways; title: Social causes and the street; title: Conclusion: the outlook for street marketing.