Journal of Marketing Management

Guerilla Marketing Practices of Small and Medium Enterprises: A Case of Calbayog City, Philippines
Rey James B. Roxas, Donald M. Patimo, Eugene C. Calumba, Francis C. Toleza, Florabel C. Canaman

Abstract
Guerilla marketing focuses on innovative, low-campaign tactics. Time, energy and ingenuity are essential necessities and not resources. Sales may not be the main indicator of market performance, but rather the calculation of income. The entire study was conducted for the duration of 6 months in Calbayog City where most Small and Medium Enterprises (SMEs) are located at present. Descriptive assessment method of research was used in this study to determine the guerilla marketing practices of SMEs in Calbayog City. Researchers used percentage sampling in determining the respondents, wherein the researchers acquired the total number of SMEs owners and employees through the Department of Trade and Industries (DTI). Findings show that small and medium enterprises in Calbayog City maintain only 20 and below employees in their respective organizations which made these establishments be categorized as SMEs based on the criterion as to number of employees. Data revealed that SMEs in Calbayog City were rarely aware of practices in guerilla marketing. The researchers found that the most encountered problem is the tension among authorities in implementing guerilla marketing.

Full Text: PDF     DOI: 10.15640/jmm.v8n1a6