Traditional Marketing Vs Guerrilla Marketing

Jay Conrad Levinson, author of Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business (1998, Houghton Mifflin Co.), distinguishes between traditional and guerrilla marketing in the following ways: Traditional

  • Requires money
  • Geared to large businesses with big budgets
  • Measured by sales
  • Based on experience and guesswork
  • Increases production and diversity
  • Grows by adding customers
  • Obliterates the competition
  • Uses single marketing weapons
  • Counts your sales
  • "Me" marketing; looks at "my" company
  • Enshrouded in mystique
  • Effective marketing is costly
  • Geared to one sale at a time
  • Doesn't allow for technology
  • Aims messages at large groups
  • Unintentional
  • Uses marketing to make sales
  • About taking from customer Guerrilla
  • Requires energy and imagination
  • Geared to small businesses with big dreams
  • Measured by profit
  • Based on psychology and human behavior
  • Creates excellence through focus
  • Grows through existing customers and referrals
  • Cooperates with other businesses
  • Marketing combinations are most effective
  • Counts your relationships
  • "You" marketing; how we can help "you"
  • Removes the mystique and puts you in control
  • Much good marketing is free
  • Geared toward fervent follow-up
  • Must be techno-cozy
  • Aims messages at individuals and small groups
  • Very intentional; all details are considered
  • Uses marketing to gain customer consent
  • About giving to customer
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