各位老师：7月7日（周三）下午1：30在新行政楼5层第六会议室美国斯克兰顿大学教授做学术报告请准时参加。

Stealth Marketing as a Strategy

Abstract:

Stealth marketing as a strategy has gained increased attention in the past few years. A brief historical review is provided to shed some perspective regarding the use of the current stealth marketing strategies. A broadened definition of stealth marketing is then proposed to conceptually understand how it has been used in various contexts. Specifically, we propose a typology of stealth marketing strategies based on whether businesses and/or competitors are aware of them and whether they are visible to the targeted customers. We further consider techniques used to counter stealth marketing strategies. Evidence is also provided how many firms are “doing well” by using these strategies. Assessment of stealth marketing strategy in terms of its efficiency and effectiveness, and related ethical implications are finally discussed.