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Reader question: Please explain “guerilla marketing tactics” in this sentence, describing a job that requires “experience with social media, guerilla marketing tactics, and event planning.” My comments: Marketing is kind of synonymous with advertising, involving business promotion and bringing products to the marketplace. Conventional marketing tactics include, for example, advertising on TV and in newspapers. Guerilla marketing is not like that. As name suggests, guerilla marketing requires its marketing people work like guerillas or small, disorganized and ill-equipped bandits fighting small battles against regular, large government armies. Obviously, in guerilla warfare, these ill-equipped and often ill-clad and ill-fed bandits don’t fight their well-clothed counterpart in the regular fashion. That is, they never take the large army head on. Instead, they hit the large army sideways and from behind – always in hit-and-run skirmishes. In fact, they hit a little and run a lot. This way, they’ll always be able to preserve themselves while constantly annoying the enemy with surprise attacks. Needless to say, guerillas fight smart battles and are creative in tactics. Hence, by analogy, guerilla marketing tactics refer to similar techniques that may look insignificant but are creative and effective. They are not methods traditional advertising companies will bother to try. | 
