Guerrilla marketing, a relatively new kind of marketing, is a tactic that uses marketing elements with low financial resources to create a growth of prosperity. The use of its approach and philosophy, allows access to the target group, giving the marketers a completely new way of advertising. By implementing guerrilla marketing, consumers define rules with communication in order to achieve their own desires. It is well-known that the images speak more than a thousand words. People using guerrilla marketing know this information so they run their methods in the streets to be seen by the larger consumer groups. They also go hand in hand with technology and have been developed on the internet as well, which is important for the future because they have the opportunity to change over time. They can adapt due to their exceptional flexibility and efficiency. Guerrilla is very different from traditional marketing because it achieves its own goals in a different way. Using an unorthodox way to advertise, the information transmitted provokes the public's emotion and questions their way of life. So the basic principle of guerrilla marketing is surprise consumers with unexpected activities to focus attention on the marketing message. Unusual messages, in fact, are being processed deeper than those that are considered usual. Emotional connection brings us to three elements of surprise which are surprise effect, diffusion effect and the low cost effect. There are many "sub-types" of guerrilla marketing, some of which are ambient marketing, grassroots marketing and viral marketing. Conduction of this kind of marketing does not differ too much in Croatia from the rest of the world. Despite many advantages and disadvantages, this type of marketing will be used for a long time in practice because it adapts to customers wishes and changing technology over time.