In military parlance, the word ‘guerilla warfare’ refers to the use of unconventional and irregular tactics to fight a war .i.e. ambushes, sabotage, and hit and run and so on.
Guerilla Marketing is an advertising strategy that focuses on low cost unconventional marketing tactics that yields maximum results on the short run. It is ideal for small businesses that needs to reach a wide audience or small businesses that have competitors who have deep pockets and bigger advertising budgets.
Recent studies by Amena Entrepreneurial Academy, however, show that while the strategy may be potent and effective on the short run; it is only an effective marketing mix inclusive of convectional marketing tactics that can sustain the business on the long run.