What is Guerilla Marketing?


What is Guerilla Marketing?
Guerilla Marketing is a term first used by Jay Conrad Levinson, for his book of the same name. The first Guerrilla Marketing book, published in l984, is now available in 62 languages, and is required reading in many MBA programs throughout the world.

Levinson describe guerrilla marketing as a means of achieving conventional goals with unconventional methods, such as investing energy and creativity rather of money. It gives the small business owner "a delightfully unfair advantage: certainty in an uncertain world, economy in a high-priced world, simplicity in a complicated world, marketing awareness in a clueless world."

The principles of guerilla warfare are unconventional. Using tactics that can only be achieved by small groups of soldiers, they are able to consistently, and repetitively launch attacks in their engagement of a larger less mobile army. The same tactics of guerilla warfare, when applied to marketing, will allow small business owners to compete effectively in markets dominated by big budget corporations.

by Andrew Fling


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