Guerilla Marketing
Also known as: low-budget marketing
Guerilla marketing is a marketing strategy that uses a limited budget, a lot of creativity and unconventional means to create attention around a company, product or service. The strategy was originally used mainly by small and medium-sized businesses, but today it is increasingly used by large companies as well. Today, the concept also includes viral marketing, online marketing and leveraging the network of employees and associates.
The term guerilla is derived from a form of warfare in which a small group of less well-organized combatants uses the disadvantages over a better-armed and organized enemy to their advantage. The tactics consist mainly of avoiding direct and open confrontation and exhausting the opponent. Guerilla is the diminutive of the Spanish word guerra and thus actually means "small war.
