Abstract The aim of this study was to examine all the characteristics and features of guerrilla marketing as an unconventional form of advertising. Starting with the very explenation of the idea of marketing as a social and management process, we observe the very beginnings of guerrilla marketing, and the first appearance and use of the word guerrilla as part of advertising. The most important thing is of course to distinguish and separate the differences and uses of traditional marketing and guerrilla marketing, mentioning all forms of its instruments. The most common forms and types of advertising tools and techniques are described, techniques that go hand in hand with guerrilla marketing. Also, the concept of guerrilla P.R. or guerrilla public relations is introduced, a concept that is increasingly being used. The most easiest and vivid way to show and present the essence and strengths of guerrilla marketing is through images and examples, witch are shown at the very end, with textual explanations and images from domestic to foreign markets.