Unconventional marketing intended to get maximum results from minimal resources.
Coined by Jay Conrad Levinson, guerilla marketing is more about matching wits than matching budgets. Guerilla marketing can be as different from traditional marketing as guerilla warfare is from traditional warfare.
Rather than marching their marketing dollars forth like infantry divisions, guerilla marketers snipe away with their marketing resources for maximum impact.
(alternately spelled guerrilla marketing)
(often incorrectly spelled gorilla marketing)
Guerrillas in Our Midst
ClickZ (June 27, 2000)
Early-Stage Marketing for Start-Ups
ClickZ (June 13, 2000)