"Guerrilla marketing is pursuing conventional goals using unconventional means," highlights the bestselling author Jay Levinson. In this book, he shares the now world-famous principles that power guerrilla marketing:

• 18 strategies that differentiate and define guerrilla marketing

• 12 characteristics of a guerrilla marketer

• The 10-step guerrilla market attack

• The right media for delivering guerrilla marketing messages

• How guerrilla marketers derive "unfair advantage" on technology

• How to get big payback from all your marketing spend

• The 100 guerrilla marketing weapons.

A cult that spread like wildfire, guerrilla marketing has already become textbook marketing.

From the guru of guerrilla marketing here are exclusive, encapsulated lessons for marketing and advertising professionals, business owners, entrepreneurs, and all business executives interested in applying the amazing, proven power of guerrilla marketing.

Jay Conrad Levinson is the author of the best-selling marketing series in history, “Guerrilla Marketing,” plus twenty four other business books. His guerrilla concepts have influenced marketing so much that today his books appear in thirty seven languages and are required reading in many MBA programs worldwide.

Jay taught guerrilla marketing for ten years at the extension division of the University of California in Berkeley. And he was a practitioner of it in the United States — as Senior Vice-President at J. Walter Thompson, and in Europe, as Creative Director at Leo Burnett Advertising.

He writes a monthly column for Entrepreneur Magazine, articles for Inc. Magazine, a syndicated column for newspapers and magazines and online columns published monthly on the Microsoft and GTE websites. Jay has also served on the Microsoft Small Business Council and the 3Com Small Business Advisory Board.