Guerrilla Marketing
Guerrilla marketing is an unconventional system of promotions, running on a very low budget, by relying on time, energy and imagination instead of big marketing budgets. Typically, guerrilla marketing is unexpected and unconventional, where consumers are targeted where they would not be expecting, which can make the idea that’s being marketed memorable, generate buzz, and even spread virally. The term was coined and defined by Jay Conrad Levinson in his 1984 book Guerrilla Marketing. The term has since entered the popular vocabulary to also describe aggressive, unconventional marketing methods generically.