The Guerrilla Marketing Handbook (Paperback)

by Seth Godin (Author), Jay Conrad Levinson President (Author) "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..." (more)
Key Phrases: remnant space, guerrilla marketer, barter company, New York, Yellow Pages, Federal Express (more...)

Editorial Reviews

From Booklist
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

Product Description
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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Product Details

• Paperback: 396 pages
• Publisher: Mariner Books; 1 edition (November 19, 1994)
• Language: English
• ISBN-10: 0395700132
• ISBN-13: 978-0395700136
• Product Dimensions: 9.9 x 8 x 1 inches
• Shipping Weight: 1.6 pounds (View shipping rates and policies)
• Average Customer Review: 3.9 out of 5 stars See all reviews (17 customer reviews)
• Amazon.com Sales Rank: #69,532 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

16 of 16 people found the following review helpful:

3.0 out of 5 stars A Good Companion to Guerrilla Marketing, July 19, 2001

By	"arioziman" (New York United States) - See all my reviews

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, September 27, 1998

By A Customer

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., April 7, 1997

By A Customer

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.