Guerrilla Marketing was presented to the marketing community in 1984 by Jay Conrad Levinson who wrote the book titled Guerrilla Marketing. He has since gone on to publish many books under the Guerrilla tag line, like Guerrilla Wealth.

The concept of guerrilla marketing is that not every business has a million dollar budget to go up against the Big Boys. So what do you do? Levinson says to use many low cost promotional ideas that are high in creativity and imagination.

Event marketing is a subset. So is tabling or exhibiting at an expo.

Today, business owners can take advantage of things like podcasts, YouTube, desktop publishing, evite.com, blogs, and social media to add to the offline tactics they are using like press releases, lunch-n-learn, and community building.

Even Verizon has taken to G Marketing with its FiOS service.

By the way, Guerrilla marketing is how I help my clients market against Big Boys like cable and phone companies.