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Guerrilla marketing, as described by Jay Conrad Levinson in his popular 1982 book Guerrilla Marketing, is an unconventional way of performing promotional activities on a very low budget. Such promotions are sometimes designed so that the target audience is left unaware they have been marketed to and may therefore be a form of undercover marketing (also called stealth marketing). It is up to the guerrilla marketer to be creative and devise unconventional methods of promotion. He must use all of his contacts, both professional and personal, and must examine his company and its products, looking for sources of publicity. Many forms of publicity can be very inexpensive, and others are free. It is argued that if one uses guerrilla tactics, one will find one's small size an advantage. One will be able to obtain publicity more easily than a large company. One will be closer to one's customers and more agile. Levinson identifies the following principles as the foundation of guerrilla marketing: While many of these are viable today, Guerrilla Marketing has gone mainstream. It is no longer simply the weapon of the small business and in fact, fortune 500 companies are jumping into the fray in increasing numbers. General Electric, Yahoo, Citigroup, Sony Ericsson and Nike have all done noted guerrilla marketing campaigns.
Associated marketing trends Guerrilla Marketing is a loosely defined term and lately has been used as a descripter for many types of non-traditional media. These include: Guerrilla marketing tactics Although there are many unconventional marketing techniques, the following is a sample: Guerrilla marketing was designed for small businesses, but it is now increasingly used by large businesses. See also | ||||||||
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