Jay Conrad Levinson

Jay Conrad Levinson (1933–2013) was an American business writer best known for inventing the concept of 'guerrilla marketing' in his 1984 book of the same name, which promoted unconventional, low-cost marketing strategies and has sold over 21 million copies worldwide. Born in Detroit and raised in Chicago, he graduated from the University of Colorado, worked in psychology and advertising as creative director at Leo Burnett and senior vice president at J. Walter Thompson, and later taught marketing at UC Berkeley while founding the Guerrilla Marketing Association. He authored numerous books on innovative business tactics, contributing iconic ad campaigns like the Marlboro Man and Tony the Tiger.