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Buzz Marketing: Marketing to non-marketable customer
Buzz marketing, also known as ‘word-of-mouth marketingÂ' ‘guerilla marketingÂ' or ‘stealth marketingÂ' is an art of human kind to involve the trendsetters in any community to carry the brandÂ's message, thus creating an interest in, and a demand for, the brand with no overt advertising.
Nirmalya Kumar, professor of marketing, director of center for marketing and co-director of A.V. Birla India at London Business School.When Dietrich Mateschitz formulated the drink Â"Red BullÂ" in 1987 for Australian market, bars initially refused to stock it, seeing it as more of a medicinal drink than a mixer. However snowboarders and clubbers soon recognized. The boost it gave them. They started to bring...
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