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188 of 210 people found the following review helpful
VINE VOICEon 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.
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31 of 34 people found the following review helpful
VINE VOICEon November 17, 2007
This 4th edition of the small business marketing classic is completely updated and revised as of 2007. The new edition is as relevant today as its original edition was over 20 years ago. The added e-marketing tips (advertising, blogs, podcasts, etc.) are accurate and useful. If you're a small business owner and have not read this book, you need to order it today. I just finished an MBA marketing class, and the theories that we studied are covered in Levinson's book in plain English--I wish I had read it before the semester began!
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26 of 31 people found the following review helpful
on November 9, 2008
Although most of the information in this book has been around for a long time, it will probably be helpful if this is your fist marketing book -- & you have a fairly large budget for your marketing campaign.

I was hoping for more internet marketing advice, but found only a small section dedicated to this venue. This was surprising considering the internet is fast becoming THE marketing tool of today and the future.

Plenty of help in this book on all other forms of media advertising, but all require sizable budgets.

As for book quality... The text is a bit small and crowded, and is printed on newsprint quality paper. The addition of some subheadings here and there just to break up the pages a bit would ease a rather monotonous flow.
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8 of 9 people found the following review helpful
on July 1, 2013
Read this for my business bookclub, and perhaps since I've been doing sales and marketing for a small firm for the past 19 years, so much of this was old hat. I picked up a few tidbits, but in general, the book was poorly organized, and really poorly written. Paragraphs had sentences in them that didn't have anything to do with each other, so I'm wondering, what's the point he's trying to make? He's missing words in other sentences where he tries to make a point, and I'm not sure what he's trying to explain. I read and re-read, and remain confused. He repeats ideas throughout, from chapter to chapter, making the same point over and over which is tedious. And now in 2013, SO MUCH of the suggestions seem outdated. I laughed when he suggested brick-and-mortar stores are crucial for booksellers, and we shouldn't believe the hype about the power of the internet.
I only recommend this book if you're very new to marketing and sales, say a year or two into it, and you want to get the basics down pat. Otherwise, you'll be bored and frustrated, and find it a waste of time.
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15 of 19 people found the following review helpful
on April 18, 2010
Guerrilla Marketing is not written for small startups as the name suggests. This book promotes high investment, long term marketing that is not suitable for small business. The processes are so intricate that most people will have a hard time following. Not recommended.
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4 of 4 people found the following review helpful
If you own a small business and have not read this book you need to get it. There is so much misunderstanding about what marketing is and what it will do for you it is best to have some information to help with one of the most costly aspects of business. If you are looking for some magic ideas there may be a few in here it is your job to make them happen though. As with any marketing patience is required and there is no overnight secret.
Takes notes find one or two ideas that will work for you then refine them. Its nice to have the updates that were not there 20 years ago.
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2 of 2 people found the following review helpful
on January 6, 2011
Subtitled "Easy and Inexpensive Strategies for Making Big Profits from Your Small Business, this incredibly detailed book covers a wide range of strategies after making a compelling case for Guerilla Marketing. Conrad provides practical advice and examples for Minimedia marketing (canvassing, phone calls, business cards, etc.), Maximedia marketing (newspapers, magazines, TV and radio, etc.), E-media marketing (websites, webinars, blogs, etc.), Info-media marketing (free consultations, seminars, etc.), Human media marketing (your staff) and Nonmedia marketing (service, public relations, trade shows, etc.). All 200 strategies are also listed at the end of this informative book.

A prolific writer on the guerilla concept, I particularly enjoyed the 16 point questionnaire on page 271 that challenges the reader to think through how strategic and intentional they are in their guerilla marketing efforts. According to Conrad, we are all in four businesses â" 1) the one we THINK we are in, 2) the marketing business,3) the service business and 4) the people business. If we want the first one to be successful, we need focus on the other three as well.

The book closes with three chapters that review the attributes and attitudes of guerilla companies as well as the psychology of guerilla marketing. Whether focusing on the growth of your business or your personal career development, there is much to learn here.
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2 of 2 people found the following review helpful
on July 26, 2010
By updating this book, the author has brought it into the 21st Century, although the online marketing aspects are changing fast. With so many possibilities to explore (he lists 200 guerilla marketing weapons), there is something here for everyone. Mr Levinson imparts a great deal of "insider" tips that the average entrepreneur would be unaware of. To gain greater detail, the reader will need to seek out other publications, but this overview helps to narrow down the choices. The author's familiarity with most common media sources (radio, tv, newspapers, magazines) allows him to cover these topics in more detail. His 7-sentence marketing plan is a tremendous exercise in "cutting to the chase" and I recommend for all business owners. This is the "basic" handbook for all business owners and should be required reading.
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4 of 5 people found the following review helpful
on May 26, 2008
An easy and friendly read, packed full of information... Many ideas you may already know, but have never taken full advantage of. At least a dozen strategies you can start using right now, and a few more that you will really need to plan carefully to use effectively. Levinson explains the importance of focussed and consistent advertising, referrals, testimonials and so much more. You'll learn about how and why you need to get it right BEFORE you advertise, then a multitude of simple ways to get your message out there. I've been in the design and advertising business for 30 years. I have always had some cool ideas for the graphic design... now I'm getting the MESSAGE right, too! This book has given me new insight into how we can get the best return on a small budget. I'm using these ideas at my full-time job for a commercial printer, as well as with a new business my wife and I started in October, 2007. So far, even in this dismal economy, we're seeing 10 to 20% growth each month. Thank you Jay. Almost every page of this book is covered in yellow highlighter!
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2 of 2 people found the following review helpful
VINE VOICEon December 6, 2008
This is a must have book for anyone who's starting or running a small business. Levinson includes tons of tactics and strategies that any small business owner can benefit from and best of all can personalize to their own advantages. I have lots of pages dog tagged in my copy, because I know I'll be referring to them again and again and again. I also like Levinson's style of writing; he makes readers instantly comfortable with the concepts, while also urging them to incorporate those concepts into how they do business. You can't go wrong with Guerrilla Marketing...what you can learn is how to make your business successful while spending as little as possible.
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