Guerrilla marketers know that smaller organizations can defeat larger and better-financed competitors by putting more time, energy, and imagination into their marketing programs. Large companies often treat marketing as a function assigned to a particular group of people (as in, "See what marketing thinks of this..."). Guerrillas treat marketing as a key business function that encompasses everything the company does, from the way it makes and packages products to the look and attitude of its employees. Marketing is one thing many companies do; Guerrilla Marketing is an approach to everything a company does.

I'm constantly amazed at people who think the Net offers some kind of shortcut to marketing, as if computers and networks will handle the marketing for you. Many people think that putting up a Web site is the beginning and ending of their Net marketing job. When I explain that a company must...

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