Synopses & Reviews
When Guerrilla Marketing was first published in 1983, Jay Levinson revolutionized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Based on hundreds of solid ideas that really work, Levinson's philosophy has given birth to a new way of learning about market share and how to gain it. In this completely updated and expanded fourth edition, Levinson offers a new arsenal of weaponry for small-business success including:
strategies for marketing on the Internet (explaining when and precisely how to use it)
tips for using new technology, such as podcasting and automated marketing
programs for targeting prospects and cultivating repeat and referral business
management lessons in the age of telecommuting and freelance employees
Guerrilla Marketing is the entrepreneur's marketing bible — and the book every small-business owner should have on his or her shelf.
Based on hundreds of solid ideas that really work, Levinsons philosophy has given birth to a new way of learning about market share and how to gain it. In this completely updated and expanded fourth edition, he offers a new arsenal of weaponry for small-business success in the next century.
About the Author
Jay Conrad Levinson, president of Guerrilla Marketing International, lecturers around the world on guerrilla business techniques for majors companies, professional organizations, and universities. He is the author or coauthor of eleven books in the Guerrilla Marketing series and write the popular "Guerrilla Entrepreneur" column for Entrepreneur magazine. The author currently lives in California.
Table of Contents
Part I. The Guerrilla Approach 1. What Is Guerrilla Marketing Today? 3 2. The Need for Guerrilla Marketing 11 3. The Sixteen Monumental Secrets of Guerrilla Marketing 22 4. Developing a Guerrilla Marketing Plan 36 5. Developing Truly Creative Marketing 49 6. Selecting the Most Lethal Marketing Methods 58 7. Secrets of Saving Marketing Money 71 8. Research: The Starting Point of a Guerrilla Marketing Campaign 83
Part II. Minimedia Marketing 9. Truths About Minimedia Marketing 97
Part III. Maximedia Marketing 10. Guerrilla-Style Maximedia Marketing 161
Part IV. New-Media Marketing 11. E-Media Marketing 215 12. Info-Media Marketing 252 13. Human-Media Marketing 268 14. Nonmedia Marketing 283
Part V. The Nature of the Guerrilla 15. Guerrilla Company Attributes 307 16. Guerrilla Company Attitudes 323 17. Guerrilla Marketing Psychology 332
The 200 Weapons of Guerrilla Marketing 337 Acknowledgments 341 Information Arsenal for Guerrillas 343 Index