Jay Conrad Levinson

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Jay Conrad Levinson is the author of a popular 1984 book "Guerrilla marketing" . The first to use the term "Guerrilla Marketing" describing 'unconventional' marketing tools used in cases when financial or other resources are limited or non-existent.

[edit] Bibliography

• Guerrilla marketing : easy and inexpensive strategies for making big profits from your small business

by Jay Conrad Levinson; Jeannie Levinson; Amy Levinson), now in its 4th edition (2007).

• Guerrilla publicity . Levinson, J. C., Frishman, R., & Lublin, J. (2002). Avon, MA: Adams Media Corp.
• Guerrilla marketing handbook, Levinson, J. C., & Godin, S. (1994). Boston: Houghton Mifflin.

and numerous other books on the same general theme.