A true guerrilla marketer turns to creative attention-getting because she lacks the resources to compete with bigger brands through conventional advertising. A Fortune 500 company that chooses guerrilla-marketing tactics — when it could so easily afford conventional advertising — crosses a tribal boundary. It’s like watching your dad dance to Nirvana at a wedding. It’s just not good.
Terry O’Reilly and Mike Tennant
The Age of Persuasion: How Marketing Ate Our Culture, 2009