Definition

Guerrilla marketing

Guerrilla marketing is a technique related to both viral marketing and creating buzz refers to a low-budget approach to marketing that relies on ingenuity, cleverness, and surprise rather than traditional techniques. The point is to crate awareness of a firm and its products, often in unconventional and memorable ways. The term was first coined and defined by Jay Conrad Levinson in the 1984 book Guerrilla Marketing, Guerrilla marketing is particularly suitable for entrepreneurial firms, which are often on a tight budget but have creativity, enthusiasm, and passing to draw from. Firms often use very entertaining and engaging guerilla marketing techniques to build awareness for their products and services.


Guerrilla marketing is the innovative, low-cost marketing effort designed to get consumers’ attention in unusual ways.

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