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If you're a small marketer, chances are good you've got more promotional chutzpah than budget.

“The Complete Idiot's Guide to Guerrilla Marketing,” by Susan Drake and Colleen Wells (Alpha Books), aims to help companies take advantage of that gumption and findalternatives to big-buck campaigns.

Topics covered include strategies for creating word-of-mouth buzz; ways to utilize viral video and other low-cost online technologies; product placement; and public relations.

The book is peppered with examples of ways marketers of all types — from “Weird Al” Yankovic to J.P. Morgan Chase — have used guerrilla tactics. (Both are lauded for their use of social media.)

The authors caution against using stealth marketing, however, noting that endorsers who're paid to pose as genuine brand advocates can backfire.

“It can be done inexpensively, but it's sneaky and deceptive and is likely to work only in the short term.”