Investigation on guerilla marketing applications in telecommunication sector in terms of marketing management

Guerilla .marketing .can .be .defined .as .the .set .of .strategies .and .activities .applied .to .attract .the .attention .of .target .market .by .using .the .extraordinary .methods .in .unexpected .times. .Guerilla .marketing .applications .are .based .on .the .factors .as .the .creativity .and .imagination, .which .leaves .a .lasting .impression .on .consumers‟ .minds .by .unprecedented .and .inimitable .messages. .By .applying .guerilla .marketing .strategies, .any .organization .may .earn .a .privileged .identity .for .itself .and .might .differentiate .its .products .from .the .competitors. In .parallel .with .its .aim, .guerrilla .marketing .activities .are .created .in .an .innovative .and .dynamic .way. .The .purpose .of .the .current .study .is .to .investigate .attitudes .and .evaluations .towards .guerilla .marketing .concept .and .its .applications. .Survey .method .is .used .as .data .collection .tool .and .as .sampling .method, .convenience .sampling .was .selected. .Statistical .analysis .with .respect .to .salespersons' .perceptions .and .attitudes .were .applied and found that viewpoint of the salespersons is affecting positively on company performance.