Jay Conrad Levinson starts off Guerrilla Marketing by explaining that marketing is every bit of contact your company has with anyone in the outside world and that it is the art of getting people to change their minds or to maintain their mindset if they're already inclined to do business with you. Good brand recognition makes time and it is a process. Not every business has the marketing budget and reach of mega corporations that are already established so new, cheaper, and smarter ways of marketing are relied upon to grow smaller brands.
Levinson then goes on to define the 20 ways that guerrilla marketers differ from traditional marketing. Most boil down to being the exact opposite ideas of what marketing usually is to the layperson such as having to be creative on a small budget, grow sales/the brand as a whole instead of advertising one product, connect with/establish a relationship with customers, technology focused, and more individualized.
The heart of guerrilla marketing is being able to creatively leverage all of your tools on a budget to reach people in a way that is much more effective than the traditional marketing that bombards us all on a daily basis. Today, a funny meme or viral Youtube video can be just as/if not more effective than a high budget TV commercial.
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