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Marketing Without Advertising (2nd Ed.) Paperback – June, 1998

11 customer reviews

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Paperback, June, 1998
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Editorial Reviews

Review

...straightforward advice on how to create a marketing plan that will encourage enthusiastic recommendations about your business from satisfied customers... -- Business Life

There are good ideas here on every page... the nitty-gritty steps you need to—and can—take to generate sales... -- Milton Moskowitz, co-author, 100 Best Companies to Work for in America --This text refers to an out of print or unavailable edition of this title.

About the Author

Michael Phillips, an experienced businessman and consultant who helped to develop the Mastercharge interbank credit card, was the coordinator of the Briarpatch, a network of small businesses that espouse common values. He also runs a pioneering small business school called the Noren Institute in San Francisco. Co-author of Marketing Without Advertising, Michael is the author of many other books, including The Seven Laws of Money (with Rasberry, Pocket Classics), Honest Business (with Rasberry, Pocket Classics), The Briarpatch Book (ed. with Rasberry, New Glide), Simple Living Investments (Clear Glass) and Citizen Legislature (with Callenbach, Banyan Tree).

Salli Rasberry has successfully run a dozen small businesses in fields as varied as book fairs, publishing companies, documentary films, business consulting, and writing. An artist and gardener, she is currently vice president of the private nonprofit, the Sonoma Land Trust. Sally is the author of Living Your Life Out Loud: How to Unlock Your Creativity and Unleash Your Joy (with Selwyn, Pocket Books), Running a One-Person Business (with Whitmeyer, Ten Speed Press), The Seven Laws of Money (with Phillips, Pocket Classics), Honest Business (with Phillips, Pocket Classics), The Briarpatch Book (ed. with Phillips, New Glide) and Marketing Without Advertising (with Phillips, Nolo). --This text refers to an out of print or unavailable edition of this title.

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Product Details

  • Series: Marketing Without Advertising
  • Paperback: 240 pages
  • Publisher: Nolo; 2 Sub edition (June 1998)
  • Language: English
  • ISBN-10: 0873373693
  • ISBN-13: 978-0873373692
  • Product Dimensions: 0.5 x 7 x 9 inches
  • Shipping Weight: 10.4 ounces
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #2,331,666 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

17 of 18 people found the following review helpful By Moneyblows Books & Records on October 28, 1998
Format: Paperback
The first couple of chapters set the tone for this novel book. Chapter 1 is called "Advertising: The Last Choice in Marketing." Chapter 2 is called "Personal Recommendation: The First Choice in Marketing." Need we say more? Probably not, but it is refreshing to see a marketing book that deals with such basic elements as trust, helping people, and educating customers. Particularly for the small business, these discussions are invaluable. Yes, there's also the (sigh) chapter on Internet marketing, and chapter on the marketing plan. Even those items are put in the proper perspective. One would think the authors, with 50,000 copies in print of the first edition of their book, might have some say in the title. But no, the publishers rejected the author's choice of title: "It Worked for Jesus!" Copyright 1998,Michael Pellecchia.
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6 of 6 people found the following review helpful By A Customer on July 7, 2002
Format: Paperback Verified Purchase
This book is ostensibly about marketing, but much of the information is of general relevance to running your own business. I received my MBA from an Ivy school, and I have to admit that a substantial portion of the material in the book was stuff that we never covered in marketing classes. Overall, a very useful book about starting and operating your own small business. I highly recommend it.
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9 of 10 people found the following review helpful By A Customer on July 17, 1998
Format: Paperback
It builds a strong case for using customer satisfaction as a key marketing strategy. Illustrates in detail many cases of businesses which have built huge success without advertising. This is a great resource for business owners.
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7 of 8 people found the following review helpful By Artist Barbara Garro on November 28, 2000
Format: Paperback
Put your customers to work they will love doing--singing your praises to their circles of influence.
Read this book to build your word-of-mouth business referrals. The authors offer solid common sense coaching on how to run the kind of business that attracts customers from first impression to lasting impression.
Methodically, from the inside out, they coach you to analyze every aspect of your business image and take the action necesary to reach the level of quality and service that brings in the coveted word-of-mouth referrals that are the lifeblood of successful businesses.
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4 of 4 people found the following review helpful By Ernest Hass on August 14, 2003
Format: Paperback
The authors of this book cut right to the chase. This isn't just a book about marketing. They tell you what common mistakes people make when running a small business and how to fix them.
I attended a presentation by Terry Matthews, the CEO of March Networks and one of the wealthiest men in Canada. It was interesting to hear him describe many of the same techniques outlined in this book and how he used them in the 70's to make his fortune manufacturing telephone equipment.
The book is written in such a way that it only takes a few hours to read, but the concepts stay with you for a long time.
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4 of 5 people found the following review helpful By Bill Bazik on January 27, 2006
Format: Paperback
It is often observed that creative people, such as inventors and entrepreneurs, seem to have been cast in a mold different from the mold that produces successful business people. Therefore, when creative people decide to market their own product, it is wise to have at least one associate who is business wise.

If you do decide to go it alone you will find your local bookstore or library has shelves full of books that claim to guide you through the stormy seas of the business world. This book is somewhat unique in that it takes the view you can, and in many cases that you should, do your marketing without advertising.

The authors feel that many of the claims of the American advertising industry are, in fact, monstrous myths. They support their claim by citing that of the 11 million non-farm businesses in the United States, 36% do no advertising at all, but rely on "personally knowing their customers, on their reputation, and sometimes on salespeople or commissioned representatives". Another 70% are one-person firms that rely mainly on personal recommendations. It should be noted that the authors, for the purposes of this book, exclude yellow page listings, directories, and trade shows from their definition of "advertising."

They caution that with a retailer or wholesaler that "it is almost never worth signing an exclusive agreement of any sort". They assert: "Never let short-term greed get in the way of long-term good business practices".

On the subject of intellectual property, such as patents, copyrights, designs, and trade secrets, it is often better to license, share the ownership, than to attempt to maintain a monopoly.
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