Marketing in small firms is not the simplistic, promotional activity that it appears at first sight. Nor is it marketing according to the traditional concepts. Marketing indicate that an assessment of market needs comes before new product or service development The purpose of the study is to assess the effects of guerilla marketing practices on the growth of beauty shops in Matuu town, Machakos County. Kiambu County was selected due to the fact that it has a very high level of competition in beauty shop business and therefore, the owners have turned to guerilla marketing tactics to reach to their customers.
This study targets the population of beauty shop owners, focus groups and the clients of the business. Random sampling was used to identify the 27 businesses was focused by the study. The research design used was exploratory research since much has not been done in area of interest. The questionnaire comprised of closed and open ended questions. Descriptive statistics was used to collect data and included frequency tables and charts. Further, a computer statistical package for social sciences (SPSS) was used in entering and analyzing the data. The study established that the beauty shop owners used guerilla marketing to promote their businesses.
Drucker, P. (1986). Innovation and Entrepreneurship. London: Heinemann.
Government of Kenya, (2005). Development of Micro and Small Enterprises for Wealth and Employment Creation for Poverty Reduction. Sessional Paper No 2 of 2005. Nairobi: Government Printer.
Helm, S. (2000b). “Viral Marketing – Establishing Customer Relationships by “Word of Mouse”, in Electronic Markets, Vol.10 (3), S.158-161.
Howard, T. (2005). "USA Today: Viral advertising spreads through marketing plans". USA Today. Retrieved 2010-05-27. June 23, 2005, 2005
Kilbourne, W. E. & Beckmann, S. C. (1998). Review and critical assessment of research on marketing and the environment, Journal of Marketing Management, 14. pp. 513-532.
Kothari C.R. (2010). Research methodology: Methods and techniques, 2nd revised ed. Dharmesh Art Process, Delhi.
Levison, C. (1994).Guerrilla Marketing, Secrets for making Big profits from your Small Business. Boston Houghton Mifflin Company Entrepreneurship, 221 (13-23).
Morris, M .H, Kuratko, D.F. & Schindehutte, M. (2001). Towards Integration: Understanding through frameworks entrepreneurship and innovation, February.
Popovic, D. (2006). Modelling the Marketing of High-Tech Start-Ups. Journal of Targeting, Measurement and Analysis for Marketing, 14(3), 260-276.
Philips, E.M. & Pugh, D.S. (1987). How to get a Ph.D., Open University Press, Milton Keynes.
Pine, B.J. & Gilmore J.H. (1999). The Experience Economy: Work Theatre is and Every Business is a Stage. Massachusetts, Harvard Business School Press Pitta.
Rafiq, M. & Ahmed, P. K. (1995). Using the 7Ps as A Generic Marketing Mix: An Exploratory Survey of UK and European Marketing Academics. Marketing Intelligence & Planning, 13(9), 4-15.
Renee, D. (2001). "The Buzz on Buzz". Harvard Business Review.
Sandler, D. & Shani, D. (1989). Olympic Sponsorship vs. “ambush” marketing: Who gets the gold? Journal of Advertising Research, 29, 9-14.
Schmitt, B.H. (2003). Customer Experience Management: A Revolutionary Approach to Connecting with your customers.
Svensson, G. (2001). Re-evaluating the marketing concept. European Business Review, 13(2), 95-100.
Webster, F.E. (1991). “The Changing Role of Marketing in the Corporation”, Journal of Marketing 56(4); 1-17. Wadsworth.
Copyright: © 2013 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
