Stealth Marketing: How to Reach Consumers Surreptitiously

California Management Review, 2004

18 Pages Posted: 6 May 2009

See all articles by Andrew Kaikati

Andrew Kaikati

Saint Louis University - Chaifetz School of Business

Jack G. Kaikati

Southern Illinois University at Edwardsville

Date Written: Summer 2004

Abstract

Stealth marketing techniques are being driven by a growing criticism of the advertising industry, and are based on the premise that word of mouth and peer group recommendation are the most effective promotional and marketing tools.This article discusses stealth marketing methods used by companies to reach consumers without their motives being obvious. The authors feel that brand managers need to consider the strengths and weaknesses of stealth marketing and traditional marketing before they decide on either.

Keywords: stealth marketing, word of mouth

JEL Classification: M30, M31, M37, M39

Suggested Citation

Kaikati, Andrew and Kaikati, Jack G., Stealth Marketing: How to Reach Consumers Surreptitiously (Summer 2004). California Management Review, 2004, Available at SSRN: https://ssrn.com/abstract=1394975

Andrew Kaikati (Contact Author)

Saint Louis University - Chaifetz School of Business ( email )

Cook Hall
3674 Lindell Blvd
Saint Louis, MO 63108
United States

Jack G. Kaikati

Southern Illinois University at Edwardsville ( email )

1 Hairpin Drive
Edwardsville, IL 62026-1102
United States

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