Marketing Terms

Guerilla Marketing


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.

see also: Digital Marketing Tools


(alternately spelled guerrilla marketing)

(often incorrectly spelled gorilla marketing)

Related Terms

view all terms in the Business and eBusiness glossary or all terms in the Digital Marketing glossary