PUBLISHED PAPER IN BOOK CHAPTER

Congratulations to Dr. RasnaT.P.P. , Head of the Department of Management Studies, WIRAS, for her valuable contribution to the research paper titled “Exploring Consumer Perceptions of Guerrilla Marketing: An Overview”.

The study explores consumer awareness, attitudes, and brand recall in relation to guerrilla marketing campaigns in Salem District.  The research highlights the effectiveness of creative, low-cost marketing strategies in capturing the attention of youth and educated demographics. The findings point to a strong potential for guerrilla marketing to enhance brand visibility and consumer engagement, especially in areas where traditional advertising methods still dominate.

WIRAS extends heartfelt congratulations to Dr. Rasna T.P.P for this commendable academic achievement.