Glossary of Sales Terms

G

Guerrilla Marketing

'Guerrilla Marketing' is a concept of using unconventional marketing, generally by smaller businesses to achieve cost-effective results.  Whilst this concept has been used for many years, the phrase 'Guerrilla Marketing' was coined in the 1980s.  Marketing terminology is often saturated with military terms such as 'campaign' and is often seen as a trade alternative to physical warfare.  In this scenario a global corporation is seen as a super power and a small business is seen as an insurgency force.  The philosophy of 'Guerrilla Marketing' utilises the strengths of the smaller business such as the ability to make rapid change or quality of service to countermand the huge advertising budgets of corporate giants.


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