Ahmed, Rizwan Raheem; Qureshi, Jawaid Ahmed; … - In: Journal of business economics and management 21 (2020) 3, pp. 851-871
business or product. The objective of the undertaken research is to investigate the guerrilla marketing techniques for small …, and conditional process analysis. The results unveil that guerrilla marketing techniques consisting of viral marketing … guerrilla marketing techniques and purchase decision of consumers. Thus, the empirical testing confirmed the importance of …