A marketing strategy, usually low cost, which uses unconventional methods to market a product or service. Whereas traditional marketing tactics use ‘conventional warfare’ involving large numbers of personnel with strong back-up and big budgets, Guerrilla Marketing is likened to ‘unconventional warfare’, with small bands of marketing ‘guerrillas’ making short, sharp strikes which have very high impact. Not to be confused with Ambush Marketing, which is when marketers ‘piggy-back’ on an event or activity sponsored by another company.
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