Journal of Small Business and Entrepreneurship Development

Analysis of Guerrilla and Traditional Marketing Interface in Improving the Productivity of Organizational Marketing in Small and Meduim Size Enterprises (SMEs) in Nigeria
Anukam Amaobi Isaac

Abstract
This research aims at exploring and analyzing the integration of guerrilla and traditional marketing in small to medium scale enterprises in Nigeria with a case study of Marketing of Hotel Services in Owerri Imo State, Nigeria. 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 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 the enterprises studied. Also, it was concluded that new communication technologies item with mean of 1.93, innovation and problem solving techniques with mean of 2.08, marketing budget item with mean 2.89 and new methods of advertisement with mean of 3.12 were first to fourth priority, respectively. Findings show that guerrilla marketing is complementary to traditional marketing. Hence will recommend GM as a paradigm and for hotel enterprises in Owerri, guerrilla marketing is the surviving technique to approach the unstable hostile business environment that they operate in.

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