This book will guide marketers into the world of positioning and selling products and services. The authors lead the reader step by step through the process of developing a marketing campaign. They offer detailed descriptions of more than a hundred marketing tools from contests to affinity programs, from direct mail to billboard advertising. Anecdotes, graphics, and rules of thumb are also included.
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Book Description
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Levinson and Godin collaborate to produce an irreverent handbook on marketing a product or service. Unlike their preceding publications, this focuses on details: for instance, business cards and their uses, case histories of direct-mail postcards, and ideas about publicity, pricing, and logos. Each of the six major chapters--on advertising, minimedia, targeted media, promotion, telephone, and nonmedia--features from 4 to 14 or so techniques, including lists, common mistakes, definitions, examples, and glossaries. A breezy style highlighted by real-life success examples invites all readers to believe that they, too, can become guerrilla marketing gurus. Barbara Jacobs
About the Author
Jay Conrad Levinson is the author of more than a dozen books in the Guerrilla Marketing series. A former vice president and creative director at J. Walter Thompson Advertising and Leo Burnett Advertising, he is the chairman of Guerrilla Marketing International, a consulting firm serving large and small businesses worldwide.
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Most Helpful Customer Reviews
17 of 17 people found the following review helpful:
3.0 out of 5 stars
A Good Companion to Guerrilla Marketing,
By "arioziman" (New York United States) - See all my reviews
This review is from: The Guerrilla Marketing Handbook (Paperback)
I read this book before I read the book that started this whole series (Guerrilla Marketing- Highly Reccomended), and I can say that it definitely has a lot of "tricks of the trade" to save a small business money on advertising. The problem I felt with this book, was that it was more of a product showcase then a real resource. It basically told you about certain things you could do to save lots of money on marketing and advertising, and then listed a certain company in conjunction with that service. While it was informative, I felt sometimes that I was trying to be sold on certain products. I offer this suggestion: Read this book after you read Guerrilla Marketing. I think it best serves as companion to that book.
18 of 19 people found the following review helpful:
5.0 out of 5 stars
Easy to read, easy to use, great money-maker,
By A Customer
This review is from: The Guerrilla Marketing Handbook (Paperback)
Jay Levinson's book is, like the others, filled with user-friendly directions on marketing YOUR business. His style is fun and friendly, like he is sitting in the room with you. The material is explained clearly, with examples, and represents techniques that work in business for you, the reader. If you put only a few of these valuable techniques to work, the book will be worth thousands of dollars in revenues for you.
11 of 12 people found the following review helpful:
5.0 out of 5 stars
A must have book for winning greater market share.,
By A Customer
This review is from: The Guerrilla Marketing Handbook (Paperback)
This book by Jay lenvinson & Seth Godin, two gurus of marketing, is an essential tool for all small businesses who
dream of becoming market leaders.
Packed with practical examples of marketing that delivers results, this book will become a repeat reader for any one who cares about market share.
I have rarely come across any other books that can claim to be so simply written on a difficult subject and at the same time so effective.
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Inside This Book
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First Sentence:
At first glance, most of the techniques described in the Guerrilla Marketing Handbook seem tailor-made for the small businessman, and many of them are. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
remnant space, guerrilla marketer, barter company, affinity marketing, guerrilla marketing, guerrilla techniques, alternate delivery, frequent buyer program, affinity programs, many guerrillas, marketing weapon, most guerrillas, business reply card, position your company, fulfillment house, video brochures Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Yellow Pages, Federal Express, American Express, San Francisco, Guerrilla Marketer of the Year, Gale Research, Los Angeles, Madison Ave, Ted Nicholas, Camp Arowhon, Hard Manufacturing, Herschell Gordon Lewis, Ivan Levison, Las Vegas, Leon Henry, Park Ave, Super Bowl, The Golden Mailbox, United States, Career Press, Corporate Agents, Cracker Jacks, Elaine Floyd, Howard Penn Hudson New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!
At first glance, most of the techniques described in the Guerrilla Marketing Handbook seem tailor-made for the small businessman, and many of them are. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
remnant space, guerrilla marketer, barter company, affinity marketing, guerrilla marketing, guerrilla techniques, alternate delivery, frequent buyer program, affinity programs, many guerrillas, marketing weapon, most guerrillas, business reply card, position your company, fulfillment house, video brochures Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Yellow Pages, Federal Express, American Express, San Francisco, Guerrilla Marketer of the Year, Gale Research, Los Angeles, Madison Ave, Ted Nicholas, Camp Arowhon, Hard Manufacturing, Herschell Gordon Lewis, Ivan Levison, Las Vegas, Leon Henry, Park Ave, Super Bowl, The Golden Mailbox, United States, Career Press, Corporate Agents, Cracker Jacks, Elaine Floyd, Howard Penn Hudson New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Back Cover | Surprise Me!
Citations (learn more)
This book cites 42
books:
See all 42 books this book cites
64
books
cite this book:
See all 64 books citing this book
- Guerilla Marketing for the Nineties: Revised Edition by Jay Conrad Levinson on 5 pages
- Secrets of Closing the Sale by Zig Ziglar on page 292, page 293, and Back Matter
- Secrets of Closing the Sale by Zig Ziglar on page 292, page 293, and Back Matter
- How to Make Your Advertising Make Money by John Caples on page 37, and Back Matter
- Guerrilla Selling: Unconventional Weapons and Tactics for Increasing Your Sales by Orvel Ray Wilson in Front Matter, and Back Matter
See all 42 books this book cites
- 101 Ways To Promote Yourself: Tricks Of The Trade For Taking Charge Of Your Own Success by Raleigh Pinskey on 5 pages
- 101 Ways to Promote Yourself: Tricks Of The Trade For Taking Charge Of Your Own Success by Raleigh Pinskey on 5 pages
- Getting Started in Private Practice: The Complete Guide to Building Your Mental Health Practice by Chris E. Stout on 4 pages
- The Workplace Skills Presentation Guide (Book with Diskette for Windows) by Laurie C. Grand on page 19, page 24, and page 27
- Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business by Jay Conrad Levinson in Front Matter, Back Matter (1), and Back Matter (2)
See all 64 books citing this book
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