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Guerrilla Marketing in the 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.


* 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.

Exterior shot of Kathryn A. Martin Library

We have books on Guerrilla Marketing in the UMD Kathryn A. Martin Library

as well as...

Books by Jay Conrad Levinson

Periodical articles on Guerrilla Marketing

See also Guerrilla Advertising


Last Update: October 17, 2017

  jim vileta

Compiled by Jim Vileta
former Business Librarian

Need books, media or classroom instruction? Contact Kim Pittman.

Need help with research or finding information? Contact libaskus@d.umn.edu

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