Whatever does guerrilla marketing have in common with a boomerang? If you throw a stick, it flies about 30 feet. Frank Donnellan once threw a boomerang 377 feet, longer than football field. A boomerang uses gravity and air resistance to aid its flight. Guerrilla marketing uses other weapons to aid its flight. Single-weapon marketing has nothing to aid its flight.

That’s why one of the key factors in marketing tody is integration. Integrated marketing gives your campaign a life of its own.

I've been reading Michael Kiely's "Marketing Globe" newsletter from Australia for a few years now. Good stuff every time. To subscribe, his number down under is 011 61 02 484 5491.

I recently read his "An Introduction to Integrated Marketing" -- which is Aussie for guerrilla marketing, and felt it had such good things that you as a guerrilla should know them. His integrated marketing coordinates efforts which in many cases are already in place....

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