"Marketing is not an event, but a process It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely."
"Guerrilla marketing requires you to comprehend every facet of marketing, experiment with many of them, winnow out the losers, double up on the winners, and then use the marketing tactics that prove themselves to you in the battleground of real life."
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Source: Jay Conrad Levinson (2007). “Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your SmallBusiness”, p.14, Houghton Mifflin Harcourt
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"If you don’t believe in your product, or if you’re not consistent and regular in the way you promote it, the odds of succeeding go way down. The primary function of the marketing plan is to ensure that you have the resources and the wherewithal to do what it takes to make your product work."
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"Marketing is every bit of contact your company has with anyone in the outside world. Every bit of contact. That means a lot of marketing opportunities. It does not mean investing a lot of money."
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