Advanced International Journal for Research

E-ISSN: 3048-7641   •   Impact Factor: 9.11

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Guerrilla Marketing in the 21st Historical: A Logical Scrutiny of the Importance Through a Literature Review, A Catalogue, and Certification of the Supreme Relevant Variables

Author(s) U.Safiya Fathima
Country India
Abstract In recent years, given the enormous competition for new products and services, many companies have begun to behave more creatively in an aim to be the best in the market. “Guerrilla marketing” refers to an advertising technique that uses unconventional and cost-eective approaches, employing a variety of strategies that reduce costs. Since the emergence of this concept in the second half of the last century, substantial research has looked into its application and usefulness. This study presents a systematic survey of the field of marketing and advertising: by analyzing the main scientific publications on guerrilla marketing through content analysis in the Web of Science, Scopus, and EBSCO databases. One hundred and sixty-four articles were analyzed in depth and divided into two separate lists: Thisstudy presents a systematic survey of the field of marketing and advertising: by analyzing the main scientific publications on guerrilla marketing through content analysis in the Web of Science, Scopus, and EBSCO databases. One hundred and sixty-four articles were analyzed in depth and divided into two separate lists: one with publications corresponding to Hutter and Homann’s first classification, and another corresponding to the new variables that emerged from the in-depth study that was carried out. As a consequence, a new taxonomy is proposed for the field, based on the identification of some novel variables characterizing the dierent existing approaches.
Keywords Guerrilla Marketing, Virus-Related Advertising, Ambient Promotion, Surreptitiousness Selling, Thoroughfare Advertising, Ambuscade Publicising, Bibliometric Investigation, Arrangement.
Published In Volume 7, Issue 1, January-February 2026
Published On 2026-02-23
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E-ISSN 3048-7641
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