Nowadays, marketing is what makes a significant difference when it comes to standing out among the competition. Companies/firms/certain brands are increasingly trying to stand out from the crowd. In the desire to stand out, companies are turning to guerrilla marketing, which in an effective way with low costs and little effort, achieves a huge result. The final work is divided into 5 parts. In the first unit it is introduced to the objectives of the work and the subject of research, with an explanation of each unit. The second part („The concept of guerrilla marketing“) explains the role of guerrilla marketing, its advantages and disadvantages over traditional. The third part („Emerging forms of guerrilla marketing“) explains in more detail each type of guerrilla advertising and its role. The fourth unit analyzes the impact of guerrilla marketing on the consumer and provides answers to their understanding of the same. In the fifth part, in the conclusion, the views of the authors on the subject of the research and the goals of the work that the previous research sought to reach are presented.