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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.

He is the man who coined the term "guerrilla marketing" and introduced these secrets to the world. His concepts are so successful that he has published over 20 books, his books are required reading in the most respected MBA programs in the world, and he is now the most widely read and respected author of business books in the world.

And Jay did all this "from scratch". That is, the success of the "Guerrilla Marketing" brand is a testament to the very principles Jay himself teaches.

It just so happens that he is also one of the creators of the Marlboro Man. You can think what you will about tobacco, but you can not deny the power of the marketing behind Marlboro - arguably the most successful marketing campaign in history.

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Last modified: November 21, 2007