GUERRILLA MARKETING TRENDS FOR SUSTAINABLE SOLUTIONS: EVIDENCE FROM SEM-BASED MULTIVARIATE AND CONDITIONAL PROCESS APPROACHES
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DOI: 10.3846/jbem.2020.10730
Abstract: In today’s competitive environment, the marketing is an imperative tool for the survival and sustainable growth of any business or product. The objective of the undertaken research is to investigate the guerrilla marketing techniques for… read more here.
Keywords: purchase decision; guerrilla marketing; process; marketing ... See more keywords