Stealth marketing is gaining attention as a strategy for the past few years. We begin with a brief historical overview to provide some perspective on how this strategy is practiced in a variety of ways in different parts of the world, and how it has evolved, therefore, in the emerging new market. A broader definition of stealth marketing then proposed a conceptual understanding of its use in different contexts. In particular, we propose a new typology of stealth marketing strategies, depending on the company and competitors are aware of them, and whether they are visible target customers. We also provide suggestions on how firms can counter stealth marketing strategies used by their competitors. Contrary to popular belief, the evidence also about how this strategy can be used to "doing good" for society. And finally, the evaluation of the effectiveness and efficiency of a stealth marketing strategy, and associated ethical implications are discussed. "Hide
by Abhijit Roy, Satya P. Chattopadhyay Source: Business Horizons 11 pages. Publication Date: January 15, 2010. Prod. #: BH370-PDF-ENG
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