Jay Conrad Levinson wrote the Guerrilla Marketing Handbook with Seth Godin in 1994. Things have changed a lot since then. Hyper-competition for one thing. The ubiquity of the Internet for another. Entrepreneur magazine says that it takes 5 minutes to create a top-notch marketing plan. I disagree because it takes about 45 minutes to clarify your Positioning statement (your USP, your differentiation). I did a presentation on this a couple of years ago. Here it is:

In the same issue of Entrepreneur, 198 items for your guerrilla marketing arsenal [here].