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Professionelles Guerilla-Marketing pp 173–181Cite as

Vereinfachte Effizienzbewertung

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Literatur

  • Berekhoven, L., Eckert, W., & Ellenrieder, P. (2009). Marktforschung: Methodische Grundlagen und praktische Anwendung (12. Aufl.). Wiesbaden: Gabler.

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  • Hutter, K., & Hoffmann, S. (2011a). Guerilla-Marketing – eine nüchterne Betrachtung einer viel diskutierten Werbeform. International Journal of Marketing, 50(2), 121–135.

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  • Hutter, K., & Hoffmann, S. (2011b). Guerrilla marketing: The nature of the concept and propositions for further research. Asian Journal of Marketing, 5(2), 39–54.

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  • Kuß, A. (2012). Marktforschung: Grundlagen der Datenerhebung und Datenanalyse (4. Aufl.). Wiesbaden: Gabler.

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Author information

Authors and Affiliations

  1. Lehrstuhl für Marketing, Technische Universität Dresden, Dresden, Deutschland

    Katharina Hutter

  2. Institut für Betriebswirtschaftslehre, Christian-Albrechts-Universität zu Kiel, Kiel, Deutschland

    Stefan Hoffmann

Authors
  1. Katharina Hutter
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  2. Stefan Hoffmann
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Correspondence to Katharina Hutter .

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© 2013 Springer Fachmedien Wiesbaden

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Hutter, K., Hoffmann, S. (2013). Vereinfachte Effizienzbewertung. In: Professionelles Guerilla-Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02268-6_14

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  • DOI: https://doi.org/10.1007/978-3-658-02268-6_14

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-02267-9

  • Online ISBN: 978-3-658-02268-6

  • eBook Packages: Business and Economics (German Language)

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