Alternative Marketing by its name refers to such marketing techniques that are not performed traditionally and its guerrilla marketing principle seems to be, according to(Philippine Business, 2008 like a publicity that is out from the company producing the product. Some of the instances are even made accidentally without any planning from the side of the business but would definitely have an appeal to the target audience.
It (Alternative marketing) may be best defined as publicity that looks like it is completely removed from the company itself (Delana, 2008).
By searching the keyword „Alternative marketing“ on Google search several results related to marketing companies and consultants indicate that Alternative marketing is becoming a buzz word which is used for promotion of marketing services and not to Guerrilla marketing campaigns. The available relevant secondary resources also do not identify any Alternative marketing campaigns performed on Internet which would have characteristics of Guerrilla Marketing. However, from the research may be assumed that alternative type of marketing may be applied continuously in different media and the form of marketing may be relevant to guerrilla marketing principles.
The word alternative is defined by Princeton, 2008, as pertaining to unconventional choices. As the Guerrilla marketing principles, described later in the Findings section indicate, any guerrilla marketing campaign, including the online campaigns, may be described as an alternative marketing, because originality, uniqueness and unexpectedness may be usually connected as an alternative way of marketing application.