Bootstrap marketing is a strategy that allows small businesses to gain a competitive edge in the marketplace with limited resources. This type of marketing focuses on creative and cost-efficient methods that entrepreneurs can use to promote their products or services. Bootstrap strategies are becoming increasingly popular as they allow small businesses to compete with larger companies without breaking the bank. These strategies range from guerrilla marketing tactics such as word-of-mouth advertising, social media campaigns, mobile advertising, and referral programs to more traditional techniques such as public relations and print advertising (Chen et al., 2017).
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