Advanced International Journal for Research

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

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 7, Issue 3 (May-June 2026) Submit your research before last 3 days of June to publish your research paper in the issue of May-June.
Submit Research Paper Join as a Reviewer

Plagiarism is checked by the leading plagiarism checker TurnItIn

Call for Paper

Volume 7 Issue 3
May-June 2026

Submit your research paper

Indexing Partners
Academia Advanced Sciences Index Bielefeld Academic Search Engine CiteSeer DRJI Google Scholar Independent Search Engine & Directory Network ISI (International Scientific Indexing) Issuu Mendeley Research Networks
RefSeek ResearcherId - Thomson Reuters ResearchGate Scirus Scribd Semantic Scholar Wiki for Call for Papers WorldCat Zenodo

A Study on Insights into Guerilla Marketing in Higher Educational Institutions

Author(s) Dr. C. Sathiyamoorthy, Dr. Parveen Banu S
Country India
Abstract The concept of Guerilla Marketing was first put forward by Jay Conrad Levinson in 1984. Guerilla Marketing is unconventional way of marketing a product or service. An appropriate example for this would be the popularisation of the film Kabali by the producer Kalaipuli S. Thanu by the advertisement on the AirIndia aircraft. Even though this concept was proposed thirty years ago, it has become a weapon in the marketing arsenal only in the recent years. This concept can be used to counter a marketing attack or to create buzz around the market or to make a marketing message viral. Initially it was thought that this concept was meant only for small organisations, but of late some of the big giants like Burger King, Intel, Samsung, Nike and many more have utilized this concept to conquer the world.
Educational Institutions especially higher educational institutions in India recently facing a tough competitions from every nuke and cranny. India's higher education system is the world's third largest in terms of student’s enrolment. When it comes to advertisements, educational sector uses more conventional methods of marketing to attract students. In this scenario - Can Guerilla Marketing be beneficial to the higher educational institutions in India? A probe was undertaken to answer this research problem through this study.
Keywords Guerilla Marketing, Higher Educational Institutions, Insights
Field Mathematics > Economy / Commerce
Published In Volume 7, Issue 3, May-June 2026
Published On 2026-05-18
View / Download PDF File

Share this



E-ISSN 3048-7641
CrossRef

CrossRef DOI is assigned to each research paper published in our journal.

AIJFR DOI prefix is
10.63363/aijfr

Downloads
Research Paper Format Copyright Permission Form and Undertaking Form Cover Page Vol 7 Isu 2Cover Page Vol 7 Isu 1Cover Page Vol 6 Isu 6

All research papers published on this website are licensed under Creative Commons Attribution-ShareAlike 4.0 International License, and all rights belong to their respective authors/researchers.

CC-BY-SA Open Access

About AIJFR
Fees & Payment
Current Issue
Publication Archive 		Submit Research Paper
Track Submission Status
Publication Guidelines
Publication Ethics
Peer Review & Plagiarism 		Join as a Reviewer
Editors & Reviewers
Reviewer Referral Program
Get Reviewer Membership Certi. 		Website/Journal Policies
Usage Policy
Content Policies
Privacy Policy
Contact Us +91-9898-79-39-59 editor@aijfr.com