Etički aspekti gerila i marketinga iz zasede
DOI:
https://doi.org/10.5937/ekonsig2002049DKeywords:
gerila marketing, ambuš marketing, oglašavanje, sponzorstvoAbstract
U radu se analiziraju etički aspekti gerila i ambuš marketinga u vremenu velikih izazova industrije oglašavanja i sponzorskih ugovora. Gerila marketing je kreativan, maštovit, neočekivan, neuobičajen, agresivan, interaktivan, zabavan, jeftin, inspirativan, uverljiv, mobilan i fleksibilan način realizacije marketing ciljeva. Marketing iz zasede možemo definisati kao taktiku, koja je u suprotnosti sa etičkim načelima poslovanja, posebno prema konkurenciji u obliku drugih sponzora na određenom događaju. Neetičnost se ističe u pokušajima marginalizacije aktivnosti drugih sponzora koji su stekli prava na osnovu ugovora sa subjektom sponzorisanja.
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