Analysis of guerrilla and traditional marketing integration in improving the productivity of organizational marketing in enterprises in Iran: A case study of Kaveh Industrial Estate in Iran

Abstract

This research aims at exploring and analyzing the integration of guerrilla and traditional marketing in
enterprises in Iran with a case study of Kaveh industrial estate in Iran. For doing this research after exploration
of models, approaches and techniques in guerrilla marketing point to Kaveh industrial estate which is a huge
estate in Iran. The conceptual model based on primary and sub hypotheses was designed. For gathering data,
two questionnaires were used for the integration of guerrilla marketing and the traditional marketing and
productivity of organizational marketing. The research hypotheses were tested by correlation test, and all the
hypotheses were verified. The sequences of priorities in productivity of organizational marketing were new
communicating technologies, marketing budget, innovation and problem solving techniques and new methods
of advertisement. There was a significant relationship between the integration of guerrilla marketing and the
traditional marketing in the improvement of productivity of organizational marketing in Iran enterprises. Also, it
was concluded that new communicating technologies item with mean of 1.93, innovation and problem solving
techniques with mean of 2.08, marketing budget item with mean of 2.89 and new methods of advertisement with
mean of 3.12 were first to fourth priority, respectively.