Talk:Guerrilla marketing

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Levinson did not "create" guerrilla marketing. In fact, he even admits openly he did not coin the phrase. It was coined by a columnist from a San Francisco newspaper. His book of that title (which frankly has very little to do with real guerrilla marketing - it's more about small business marketing in general) merely helped to associate the phrase with his name.

I agree that Levinson neither created the name nor the techniques that have come to be associated with the term. Guerrilla marketing warfare strategies were part of the trend in the late 70s and early 80s to see strategic management from the perspective of marketing warfare strategies. I also agree that what Levinson called guerrilla warfare is very different from these early guerrilla marketing warfare strategies. However there are several similarities : Both involve techniques used by a resource poor organization against much more resourceful competition. Both involve somewhat unconvention techniques (although much of Levinson's material is just conventional sales promotion and publicity technique). But that is history. Today most people associate guerrilla marketing with Levinson. And the definition of the term that has gained public acceptance is Levinson's. I have to applaud Levinson's persistence. If Reis, Trout, Kotler, or James had promoted their use of the term the way Levinson has, modern perceptions would be very different. mydogategodshat 08:58, 17 Jun 2005 (UTC)

[edit] Cleanup

This article probably needs a major, major rewrite to make it sound less like an ad. Comments? Zzyzx11 (Talk) 2 July 2005 23:26 (UTC)

I agree that there are two places where this article sounds like an ad for guerrilla marketing consultants. One is where Levinson claims gerrilla marketing is based on psychological principles whereas traditional marketing is not. The other is where hiring a guerrilla marketing consultant is listed as a guerrilla tactic. I will make appropriate changes. mydogategodshat 8 July 2005 00:47 (UTC)

[edit] zero coke

the zero movement appears to have very little to do with 'exploring' coke's guerilla marketing campaigns and probably should not be included as a relevant link.