Unconventional marketing measures such as guerrilla marketing actions are increasingly being used in corporate practice. Guerrilla methods not only capture consumers' attention but also enhance advertising efficiency. Katharina Hutter and Stefan Hoffmann shed light on guerrilla marketing for the first time from a practical perspective, based on the latest scientific findings. They provide users with a solid argumentation aid for clients, customers, and superiors. Comprehensive knowledge for successfully designing innovative marketing campaigns and concrete action recommendations can be directly applied or used as a basis. The authors demonstrate the effectiveness of numerous guerrilla tools and how these actions can be evaluated using scientific methods.