The power and chaos of war is reflected in the semantic history of the word ‘war’, and simile the word ‘Guerrilla’, the diminutive of the Spanish word guerra (war) meaning, small war

The Spanish word guerra derives from the Old High German word werra and from the middle Dutch word warre; adopted by the Visigoths in A.D. 5th century Hispania.

The use of the diminutive evokes the differences in number, scale, and scope between the guerrilla army and the formal, professional army of the state.

The word was coined in Spain to describe their warfare in resisting Napoleon Bonaparte's French régime during the Peninsula War, its meaning was broadened to mean any similar-scale armed resistance.

In 1984, Jay Conrad Levinson first referred to ‘Guerrilla marketing’, as: an unconventional system of promotions on a very low budget, by relying on time, energy and imagination instead of big budgets.

Guerrilla marketing can be as different from traditional marketing as guerrilla warfare is from traditional warfare. But in simple terms, guerrilla marketing is the process of outsmarting your competition, rather than outspending them..