E-Marketing Professionals

 
The Guerrilla Attack
In an age of smaller, entrepreneurially driven companies, the guerrilla attack has become one of the most frequently used marketing strategies. Most of us first heard about the concept of small, strate¬gic strikes when a group of American and English commandos trouped through the Malaysian jungles to blow up the prisoner-built bridge over the river Kwai. From a marketing perspective, it's been a popular strategy ever since.
Most often guerrilla marketing is conducted by a small company against a larger, market-dominating firm. It's characterized by periodic, strategically driven strikes, each of which has its own single objective. Taken together, guerrilla warfare can hamstring a major operation, such as it did to American forces in Vietnam, or it can result in market or military success. Castro's Cuba is one such exam¬ple. Rarely does one expect big wins from a guerrilla assault, unless it's combined with another strategy. But continued attacks well-conceived can demoralize the opposition, slow progress and sometimes draw the larger opponent to a standstill.