When guerrilla marketers think of economizing, they don’t necessarily think of trying to save money. What they do think of is getting the absolute most from any money they’ve invested in marketing. They realize there are two kinds of marketing -- expensive and inexpensive -- and they know that expensive marketing is the kind that doesn’t cover the investment they’ve made in it, while inexpensive marketing pays rich rewards for their investment. Guerrillas have the insight to know that economizing has nothing to do with cost; it has everything to do with results.

To be sure, guerrillas adopt a philosophy of frugality and thrift. They know well the difference between investing in something disposable such as paper and accounting services -- and investing in something that’s truly an investment, such as a telephone system or customer-tracking software -- items they’d use on a daily basis. There’s a big difference in these two expenses, so you won’t be surprised to learn...

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