Award Date

Spring 2011

Degree Type

Professional Paper

Degree Name

Master of Hospitality Administration

Department

Hotel Administration

First Committee Member

Billy Bai, Chair

Number of Pages

41

Abstract

This is an exploratory research paper trying to identify effective guerrilla marketing practices in solving tradeshow marketing challenges. Major problems faced by trade show marketers are analyzed in the beginning: limited marketing budget, ineffective marketing tools and dissatisfaction from exhibitors. The study introduced guerrilla marketing methods by both exploring the theory and identifying successful cases. At the end, specific guerrilla marketing guidelines were built for tradeshow marketers.

Keywords

Trade shows – Marketing

Disciplines

Business Administration, Management, and Operations | Communication Technology and New Media | Marketing | Public Relations and Advertising | Strategic Management Policy

Language

English