Definition
Tactics available to every small firm to compete with bigger firms by carving out narrow but profitable niches. These tactics include (1) extreme specialization, (2) aiming every effort at favorably impressing the customers, (3) providing service that goes beyond the customers' expectations, (4) fast response time, (5) quick turnaround of jobs, and (6) working hours that match the customer's requirements. The term 'Guerilla Marketing' is a registered trademark of author Jay Levinson who popularized it through his several 'Guerilla' books.
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