We’re talking about employing atypical marketing tactics to achieve brand awareness. Jay Conrad Levinson is credited with the introduction of the this concept in his book, Guerrilla Marketing [1984], where he described hundreds of “guerrilla marketing weapons” in use at that time.
During the past 30 years Guerrilla Marketing has bred an arsenal of associated marketing trends that now include Internet and viral tactics, among others. The key message about Guerrilla Marketing is that it levels the playing field between big business and the local entrepreneur because it is generally a lower-cost alternative to traditional marketing.