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September 2015, 191pp, 61/8x91/4, eBook/Hardcover
Print: 978-1-4408-3838-5
$37.00 / £29.00 / 31,00 € / A$48.00
eBook pricing available upon request

Imprint: Praeger
Primary Subject:
Business/Marketing, Advertising and Sales
Secondary Subject:

Street Marketing™

The Future of Guerrilla Marketing and Buzz

Marcel Saucet
Foreword by Derrick Borte

1 Volume

Consumers see roughly 6,000 advertisements daily—30,000 brands per month. Marketing and advertising in saturated markets is tough. How can companies successfully differentiate their offerings and their brands? In Street Marketing™: The Future of Guerrilla Marketing and Buzz, Marcel Saucet answers this question by exposing readers to new forms of unconventional marketing. Intended for companies as well as marketing students, this is a guide to the vibrant future of marketing, where social media meets the street.

The advantages of applying the author's Street Marketing methods include low cost, high impact, the ability to apply a personal approach, and genuine novelty of the messaging that garners the consumer's attention. The book examines why conventional marketing is no longer enough to sell products and services, and explains how Street Marketing creatively promotes the brand in the street—via street art and street culture—that results in an innovative and cost-effective methodology to reach buyers. Readers will come away with a comprehension of the current crisis on conventional marketing and with the ability to conceptualize their own guerrilla marketing campaign in the street, at shopping malls, and other public places.


Thoroughly explains the compelling advantages of Street Marketing™, including low cost, high impact, and a personal approach that creates an emotional response

Explains the current crisis of conventional marketing in a brand society, identifies the need for non-conventional approaches for the emerging non-conventional market, and addresses the origins and definitions of non-conventional marketing approaches

Provides real-world examples of successful Street Marketing by major companies and organizations such as Heineken, Greenpeace, World Wildlife Fund (WWF), and Mini (automobiles)

Written by an accomplished marketing consultant and business owner who has put his Street Marketing™ concepts and practices into action for well-known organizations and companies as diverse as Intel, Lancôme, Clarins, Microsoft, Sony, and the World Council of People at the United Nations

Marcel Saucet, PhD, is research associate and visiting professor at the University of San Diego. Saucet is the owner of the advertising agency Street Marketing™ by LCA, a firm that specializes in guerrilla marketing in the street and innovation marketing. He holds Street Marketing conferences in Los Angeles and New York and lectures at business schools such as University of Southern California, Harvard University, University of Miami, University of Akron, and University of California-Berkeley. He also cowrites case studies for the Harvard Business School.

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