guerrilla marketing

Application of guerrilla tactics to marketing. The Spanish term ‘guerrilla’ was used to describe the irregular troops who fought with Wellington against Napoleon Bonaparte during the Peninsular War (1808–14). The guerrillas were not professionally trained troops and resorted to unconventional tactics to achieve their aims. US marketing guru and academic Jay Conrad Levinson coined the term guerrilla marketing to describe an equally unconventional and unorthodox, but nevertheless effective, approach to marketing.

One advantage of guerrilla marketing is that it can be very cost effective. The Internet is a particularly suitable medium for guerrilla marketing campaigns. Guerrilla marketing techniques include Web sites, flyers, posters, point of purchase materials, stunts, and many other innovative strategies.