CUSTOMER PERCEPTION OF GUERILLA MARKETING
Marketing is a company activity undertaken to familiarize customers with its products or services. Companies are trying to attract new and retain existing customers, but competition in the market is rather large, and therefore they undertake different marketing activities which make them stand out and attract the attention of consumers. There are various definitions of marketing. The American Marketing Association (American Marketing Association, 2013) defines marketing as follows: "Marketing is the activity, a set of institutions and the process of creation, communication, delivery and exchange of offers that have value for customers, clients, partners and society as a whole. Kotler et al. (2014, 5) state that marketing deals with recognition, as well as with satisfaction of human and social needs. It represents a "profitable needs satisfaction." Furthermore, the authors believe that it is necessary to distinguish managerial and social definition of marketing, stating that marketing management is "art and science of choosing target markets as well as acquiring, retention and increasing the number of consumers by creating and delivering a superior value to customer and sending a message about it" while social definition is: "Marketing is the social process by which individuals and groups obtain what they need and want by creating, offering and free exchange of valuable products and services with others."