AN INTERPRETATION OF THE PHENOMENON OF GUERRILLA MARKETING
IRINA OLIMPIA SUSANU, NICOLETA CRISTACHE, OANA GHERGHINESCUABSTRACT. Levinson contends that marketing is a process, not an event, and that guerrilla marketing means marketing that is unconventional, non-traditional, not by-the-book, and extremely flexible. As Hickman puts it, guerrilla marketing is any alternative form of marketing using non-conventional means, methods or medias, can infiltrate any high-traffic areas. Sandberg and Stierna argue that, comparing to traditional marketing, guerrilla marketing creates attention with a smaller budget and can result in free publicity in other media.