Most helpful critical review
188 of 210 people found the following review helpful
on September 15, 2008
On page five, bullet point three: Mr. Levinson states, "Traditional marketing is geared toward big business.... The soul and spirit of guerrilla marketing - is small business: companies with big dreams and tiny budgets." However that was not my experience reading this book. Instead he seemed to promote laborious and expensive marketing tactics. I thought I was going to be reading a book about low / no-cost, surprise attacks, launched in the dead of night with no warning. Instead what I read was kind of stale, old school stuff.
For example; Chapter 3, The Sixteen Monumental Secrets of Guerrilla Marketing, starts with the sentence, "If you're a guerrilla, these sixteen secrets are not secret to you at all." OK, then why am I reading this book? Then the secrets end up being more general philosophy rather than tactics, such as commitment, investment, consistent, confident, patient, assortment, subsequent, etc., etc. In my opinion, he spent too much time making things rhyme and not enough into research into successful low / no-cost product launches or common themes and marketing techniques that sky-rocketed the success of the Zero to Two-Hundred-Mile-an-Hour companies. That's what I call a 600 pound Marketing GUERRILLA.
The chapter on MiniMedia Marketing was mildly interesting but nothing new as of the fall of 2007.
Then you have MaxiMedia and everything here costs some big bucks, sorry Jay I'll pass..
I'm not going to say that this book is without merit; it has good stuff in it if you haven't been in the sales and marketing business very long. It's a book that the novice can learn a good deal from, but more and more the younger aggressive person learns most of these things on the go and has picked up 90% of this stuff in a year or two in the business. If you are just starting or are unfamiliar with sales and marketing; then by all means get this book and dive in. However, the title Guerrilla Marketing implies something completely different to me than a book of general principles and tactics on the subject of marketing.