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Guerrilla Marketing in the
UMD Library

 

Guerrilla Marketing

Guerrilla marketing, as created by Jay Conrad Levinson and described in his popular 1982 book Guerrilla Marketing, is an unconventional way of performing marketing activities (primarily promotion) on a very low budget.

Levinson claims that small entrepreneurial firms are very different from large firms. He quotes a Harvard Business Review article by Welsh and White which says that small business is not a smaller version of big business. It is much more than simply a question of scale. The biggest difference is the relative .resource poverty. of small businesses. Because of this lack of resources, small business must use an altogether different set of marketing strategies and tactics than big business.

Today, Guerrilla Marketing is driven by Jay Conrad Levinson in the US, and by his European President Paul Hanley in Europe, Middle-East and Africa.

Types:

* a word of mouth campaign
* attacking the consumer directly through their daily routine
* personal canvassing
* telemarketing by all members of the firm
* personal letters
* advertisements in the Yellow Pages
* personal meetings
* circulars and brochures distributed at parking lots, homes, offices, malls, etc.
* classified ads
* ads in local community newspapers
* billboards
* truck and automotive signs
* direct mail campaigns
* seminars, lectures, and demonstrations
* searchlights
* flags and banners
* t-shirts
* matches, pens, and calendars
* Interactive Urinal Communicator

It is up to the guerrilla marketer to be creative and devise unconventional methods of promotion. He must use all of his
personal contacts, both professional and personal, and must examine his company and its products, looking for sources of publicity. Some forms of publicity can be very inexpensive.

It is argued that if one uses guerrilla tactics, one will find one's small size an advantage. One will be able to obtain publicity more easily than a large company. One will be closer to one's customers and more agile.

Although guerrilla marketing was designed for small businesses, it can also be used by large businesses.

Books by Jay Conrad Levinson

Guerrilla Marketing for Job Hunters 3.0 : How to Stand Out from the Crowd and Tap into the Hidden Job Market Using Social Media and 999 Tactics Today, 2011 - HF5382.7 .L4654 2011 

Guerrilla Marketing for Job Hunters 3.0: How to Stand Out from the Crowd and Tap into the Hidden Job Market Using Social Media and 999 Tactics Today, 2011 - HF5382.7 .L4654 2011

Guerrilla Marketing Remix, 2011 - HF5415 .L4768 2011

Guerrilla Social Media Marketing : 100+ Weapons to Grow Your Online Influence, Attract Customers, and Drive Profits, 2010 - HF5415.1265 .L4812 2010

Guerrilla Marketing Goes Green : Winning Strategies to Improve Your Profits and Your Planet, 2010 - HF5413 .L48 2010

Guerrilla Marketing for Job Hunters 2.0 : 1,001 Unconventional Tips, Tricks, and Tactics for Landing Your Dream Job, 2009 -  HF5382.7 .L465 2009

Jay and Jeannie Levinson’s Startup Guide to Guerrilla Marketing: A Simple Battle Plan for First-Time Marketers, 2008 - HF5415 .L47965 2008

Guerrilla Marketing on the Front Lines: 35 World-Class Strategies to Send Your Profits Soaring, 2008 - HF5415 .L47635 2008

Guerrilla Marketing on the Internet : The Definitive Guide from the Father of Guerrilla Marketing, 2008 - HF5415.1265 .L477 2008

Guerrilla Networking : a Proven Battle Plan to Attract the Very People You Want to Meet, 2009 - HD69.S8 L483 2008

Guerrilla Publicity: Hundreds of Sure-Fire Tactics to Get Maximum Sales for Minimum Dollars, 2008 - HD 59 .L485 2008

Guerrilla Marketing : Easy and Inexpensive Strategies for Making Big Profits from Your Small Business, 2007 - HF5415 .L477 2007

Guerrilla Marketing for Job-Hunters : 400 Unconventional Tips, Tricks and Tactics for Landing Your Dream Job, 2005 - HF5382.7 .L465 2005

Guerrilla Marketing for the New Millennium: Lessons from the Father of Guerrilla Marketing, 2005 - HF5415 .L47632 2005

Guerrilla Marketing in 30 Days, 2005 - HF5415 .L4766 2005

Guerrilla Retailing: Unconventional Ways to Make Big Profits from Your Retail Business, 2005 - HF5429 .L4825 2005

Guerrilla Marketing for Consultants : Breakthrough Ttactics for Winning Profitable Clients, 2005 - HF5415 .L4762 2004

Guerrilla Travel Tactics: Hundreds of Simple Strategies Guaranteed to Save Road Warriors Time and Money, 2004 - G151 .L484 2004

Guerrilla Marketing for Financial Advisors: Secrets for Making Big Profits From Your Financial Advisor Business, 2003 - HG 179.5 .L49 2003

Guerilla Marketing for Free: 100 No-Cost Tactics to Promote Your Business and Energize Your Profits, 2003 - HF5415 .L4763 2003

Guerrilla Creativity: Make Your Message Irresistible With the Power of Memes, 2001 - HF 5415 .L4759 2001

Guerrilla Marketing for Writers, 2001 - PN 161 .F75 2001

Guerrilla Saving: Secrets for Keeping Profits in Your Home-Based Business, 2000 - HD 62.38 .L48 2000

Mastering Guerrilla Marketing: 100 Profit-Producing Insights You Can Take to the Bank, 1999 - HF 5415 .L4796 1999. Also eBooks on EBSCOhost Online Resource

Guerrilla Negotiating : Unconventional Weapons and Tactics to Get What You Want, 1999 - HD58.6 .L48 1999

Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business, 1998 - HF 5415 .L4764 1998

Guerrilla Teleselling: New Unconventional Weapons and Tactics to Sell When You Can't Be There in Person, 1998 - HF 5438.3 .L48 1998

Get What You Deserve! : How to Guerrilla Market Yourself, 1997 - HF5381 .L3562 1997

Guerrilla Marketing in Action!, 1997 - Multimedia VC 4685

Guerrilla Marketing Online: The Entrepreneur's Guide to Earning Profits on the Internet, 1997 - HF 5415.125 .L48 1997

Guerrilla Marketing with Technology: Unleashing the Full Potential of Your Small Business, 1997 HF 5415 .L4792 1997

Guerilla Trade Show Selling: New Unconventional Weapons and Tactics to Meet More People, Get More Leads, and Close More Sales, 1997 - HF5438.5 .L475 1997

The Way of the Guerrilla: Achieving Success and Balance as an Entrepreneur in the 21st Ccentury, 1997 - HB615 .L48 1997

Guerrilla Marketing Online Weapons: 100 Low-Cost, High-Impact Weapons for Online Profit and Prosperity, 1996 - HF 5415.1265 .L48 1996

Guerrilla Marketing Weapons: 100 Affordable Marketing Methods for Maximizing Profits from Your Small Business, 1996 - HF 5415 .L479 1996

Jay Conrad Levinson’s Guerrilla Marketing, 1996 - CD-ROM HF5415 .J39 1996

Guerrilla Marketing for the Home-Based Business, 1995 - HD 62.38 .L48 1995

Guerrilla Advertising : Cost-Effective Techniques for Small-Business Success, 1994 - HF5823 .L52 1994

The Guerrilla Marketing Handbook, 1994 - HF 5415 .L4765 1994

Guerrilla Marketing Excellence: The 50 Golden Rules for Small-Business Success, 1993 - HF 5415 .L4793 1993

Guerrilla Selling: Unconventional Weapons and Tactics for Increasing Your Sales, 1992 - HF5438.25 .G35 1991

Guerrilla Marketing Attack: New Strategies, Tactics, and Weapons for Winning Big Profits for Your Small Business, 1989 - HF 5415 .L476 1989

 

Titles by Other Authors

MORE Guerrilla Marketing Research : Asking the Right People, the Right Questions, the Right Way and Effectively Using the Answers to Make More Money, Kaden, Robert J., 2009, HF5415.2 .K245 2009

The Complete Idiot’s Guide to Guerrilla Marketing [sound recording], Susan Drake, cp2008 - Multimedia ABC 648

Guerrilla Marketing for Dummies, Jonathan Margolis, 2008 - HF5415 .M27933 2008

Guerrilla Capacity Planning [electronic resource] : a Tactical Approach to Planning for Highly Scalable Applications and Services, 2007

The Career Programmer: Guerilla Tactics for an Imperfect World [electronic resource], Christopher Duncan, 2006

Guerrilla Advertising: Unconventional Brand Communication, Gavin Lucas, 2006 - HF5837 .L83 2006

Guerrilla Marketing Research : Marketing Research Techniques That Can Help Any Business Make More Money, Kaden, Robert J., 2006 - HF5415.2 .K24 2006

Guerilla Data Analysis Using Microsoft Excel [electronic resource], Bill Jelen, 2005

Mao in the Boardroom : Marketing Genius from the Mind of the Master Guerilla, Gabriel Stricker, 2003 - HF5415 .S86995 2003

Guerilla P.R. Wired: Waging a Successful Publicity Campaign Online, Offline, and Everywhere in Between, Michael Levine, 2002 - HD59 .L483 2002

Guerilla Web Strategies, Gelormine, Vince, 1996 - HD30.37 .G45 1996

 

 

Last Update: April 18, 2012