Guerrilla Marketing in the Public Sector: A Systematic Literature Review

Nowadays, the public sector organizations required to be more innovative in information and public service delivery. Digitalization era has become a trigger for marketing strategy to be implemented in all sector including the public sector. Guerrilla marketing is one of non-conventional marketing strategy techniques taken as an option applied in the public sector. Limited budget often faced by the public sector institutions can benefit from low promotion cost strategy offers by Guerrilla Marketing. Its techniques in using creative and innovative marketing could result a large output in attracting public attention. Thus, guerrilla marketing can be an alternative marketing approach implemented by public sector institutions. The aim of this research was to review the practical implementation of guerrilla marketing in the public sector. This research also used literature studies from 2015 to 2025 using systematic literature review (SLR) method. Based on the research result, guerrilla marketing could affect positively and significantly on information and public service delivery. However, this topic has not been scientifically explored in recent years.