Guerrilla Marketing

The marketing research in this dissertation was conducted in Portsmouth UK in 2006. Marketing plays an essential part in the growth and success of a business and the more creative marketing campaigns are being executed the higher success rates they will achieve. Guerrilla marketing is a phenomenon which has been discovered as an unconventional marketing tactic and it has been carried out for decades. However the research on guerrilla marketing is inits infancy and the author had therefore chosen tobring up research-based evidence with this study. Themain research question is to what extent flyerdistribution meets the criteria for successfulguerrilla marketing. The dissertation has beenawarded with a merit degree which helped the authorachieve her masters degree in multimedia marketingwith a merit award.