The economy decimated marketing budgets. Direct marketing grew. Bye bye hip advertising. The result of all this by the year 2000 has been the growth of the guerrilla, the executive who brings talent and judgment to many marketing areas. These people aren't scared of marketing, aren't intimated by media, know how to do research, realize the abundance of free weapons, and believe fervently in operating from a plan.
Integrated marketing is the hallmark of the present and future.
Great news for guerrillas, but hardly what award-lovers living in the past want to hear. You Can Take to The Bank. Comment on this article here . You can learn more about Guerrilla tactics from the Guerrilla Marketing books and software and our Daily Guerrilla Communiques on marketing, selling and online marketing. Previous Weekly Guerrillas can be found by clicking here .