Week 3 - MBA 6101 - Guerrilla Marketing

Chapter 3 of the book Guerrilla Marketing introduced us to the '16 key secrets'. These secrets are defined as commitment, investment, consistent, confident, patient, assortment, subsequent, convenient, amazement, measurement, involvement, dependent, armament, consent, content, augment. From these 16 'secrets', the ones that reside with me more closely as an individual are certainly commitmen, investment and patience.

I believe that commitment should be the foundation of everything we strive to be great in - weather that be at work or in the classroom in an academic setting. Each and every great story begins with a commitment to a cause that's worth both working towards and fighting for. In this situation, marketers need to be committed to a project or advertising campaign if they are wanting to see results which his can take many attempts but morale and commitment to the cause needs to be kept if results want to be achieved. 

The idea of investment is another key area that resides with me and my personal experience as investment is truly a beautiful thing in many meanings of the word - giving you opportunity to grow and prosper at a faster rate than usual. Investments have the power to offer you financial freedom in one sense of the word, but another is that you can invest directly in yourself (through education and personal growth/development). In the sense of guerrilla marketing, investments can relate to less tangible entities such as time, energy, imagination and creativity.

Thirdly, patience is also a key aspect as within marketing you can't expect to get results straight away with every campaign. Immediate, overnight success is possible with the luck of a viral video or advertising campaign but these things can not be predicted and even the most thought out and thorough plans have potential to flop and see poor returns on investment. 

Levinson, J. C. (2012). Guerrilla Marketing (4th Edition).

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