7. Guerrilla Marketing: What Marketing is Not Menu | 1 | 2 | 3 | 4 Marketing is all contact from anyone in your company with anyone outside of your company. It’s a process and not an event. Guerrillas know that marketing is just a fancy word for selling and treating people well. It is more common sense and patience than anything else. But people think marketing is a bunch of things it isn't. Let's look at what marketing is not.  1. Marketing is not advertising. Don't think for a second that because you're advertising, you're marketing. No way. There are over 100 weapons of marketing. Advertising is one of them. But there are 99 others. If you are advertising, you are advertising. You are doing only 1% of what you can do.  2. Marketing is not direct mail. Some companies think they can get all the business they need with direct mail. Mail order firms may be right about this. But most businesses need a plethora of other marketing weapons in order for their direct mail to succeed. If you are doing direct mail only, you're no guerrilla. 3. Marketing is not telemarketing. For business-to-business marketing, few weapons succeed as well as telemarketing -- with scripts. Telemarketing response can be dramatically improved by augmenting it with advertising, yes, advertising, and direct mail, yes, direct mail. Marketing is not telemarketing -- alone.