Master of Hospitality Administration
First Committee Member
Billy Bai, Chair
Number of Pages
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.
Trade shows – Marketing
Business Administration, Management, and Operations | Communication Technology and New Media | Marketing | Public Relations and Advertising | Strategic Management Policy
Chen, Jie, "Explore Guerrilla Marketing Potentials for Trade Show" (2011). UNLV Theses, Dissertations, Professional Papers, and Capstones. 1051.
Business Administration, Management, and Operations Commons, Communication Technology and New Media Commons, Marketing Commons, Public Relations and Advertising Commons, Strategic Management Policy Commons