Guerrilla marketing is a product of the shift to electronic media from traditional print, radio, and television marketing. It was coined by Jay Conrad Levinson in his 1984 book Guerrilla Marketing. Its goal is to create buzz about a product or brand so that it increases the likelihood that a consumer will purchase the product or service, or talk about it with others potential buyers. Guerrilla marketing can be very cost-effective for small businesses, especially so if they manage to create a viral marketing phenomenon.

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