Guerrilla Marketing," was coined by Jay Conrad Levinson as an unconventional system of promotions on a very low budget, by relying on time, energy and imagination instead of big marketing budgets. The term has since entered the popular vocabulary to also describe aggressive, unconventional marketing methods generically.
Until 1984, the principles of guerrilla marketing were known only by a select
few people in the world. They jealously kept this information quiet with almost
fanatical secrecy. The balance of power was dramatically upset by a
maverick marketing genius named Jay Conrad Levinson - a man who is arguably the
most respected marketer in the world.
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