‫ The Role Of Guerrilla Marketing Strategy In Promoting The Brand And Increasing Sales‬‬

Abstract

This research aims to evaluate the role of the guerrilla marketing method in the product promotion process and thus its role in increasing the company's sales. A retail store in Baghdad city was chosen as the research community. The retail store in the city of Baghdad was selected as a research community, and a random sample of 108 workers in those stores was selected. The questionnaire form was used as a key tool for data collection after verification of its authenticity and consistency. The data was analyzed using the SPSS21 statistical software package using a range of statistical methods. The researcher has reached several conclusions, including the need for stores to integrate local culture into advertising to achieve a positive impact on customers. It is also suggested to emphasize the importance of stores being able to integrate local culture into advertising messages to customers.