Abstract:

The purpose of the article is to characterize selected conventional and unconventional marketing strategies and to determine their role in generally understood marketing. The analysis is a literature review of various sources related to the studied subject. The article is an introduction to conducting own research in the above research area. The characteristic of both marketing techniques shows that unconventional marketing is more effective in attracting customers 'attention, but is also a time-consuming and demanding task for marketers' creativity, taking into account the amount of research and work they need to put into preparing this strategy, the final effect of this strategy is shocking or intriguing consumers, which can actually be profitable.