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by Jonathan Margolis and Patrick Garrigan. Foreword by Jay Conrad Levinson. The Father of Guerrilla Marketing. Guerrilla. Marketing. FOR. DUMmIES‰. An alternative for startups may be the low cost strategy of guerrilla marketing. marketing, and an installation of an enlarged product dummy, subordinate to. The findings indicate that guerrilla marketing campaigns affect all consumer Keywords Guerrilla Marketing, Consumer Behavior, Brand Attitude, Brand Image, .
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