When minimal resources yield maximum outcomes, this is known as unconventional or guerilla marketing.
Jay Conrad Levinson coined this term. By Guerilla marketing we focus more on the wisdom behind marketing and not the dollars. In fact, it can be differentiated from conventional marketing as guerilla wars can be differentiated from conventional ones. Unlike spending out dollars as infantry divisions are brought forth in a conventional war, guerilla advertisers obtain the most impact by utilizing minimum resources.
(Alternately spelled guerrilla marketing)
(Often incorrectly spelled gorilla marketing)
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