Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business (Paperback)

~ (Author) "Marketing is everything you do to promote your business, from the moment you conceive of it to the point at which customers buy your product..." (more)
Key Phrases: fusion marketing partners, guerrilla marketing attack, postcard decks, Yellow Pages, Super Handyman, United States (more...)

Editorial Reviews

Review

"No matter what business you're in, Guerrilla Marketing, the bible of lively, low-cost marketing tips, is invaluable." -- Review

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"No matter what business you're in, Guerrilla Marketing, the bible of lively, low-cost marketing tips, is invaluable." The Los Angeles Times

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Product Details Paperback: 388 pages Publisher: Houghton Mifflin Company; 3rd edition (October 21, 1998) Language: English ISBN-10: 0395906253 ISBN-13: 978-0395906255 Product Dimensions: 8.9 x 5.9 x 0.7 inches Shipping Weight: 1 pounds Average Customer Review: 4.5 out of 5 stars  See all reviews (43 customer reviews) Amazon.com Sales Rank: #147,827 in Books (See Bestsellers in Books) Popular in this category: (What's this?) #65 in  Books > Business & Investing > Small Business & Entrepreneurship > Marketing

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Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!

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Inside This Book (learn more)

First Sentence:
Marketing is everything you do to promote your business, from the moment you conceive of it to the point at which customers buy your product or service and begin to patronize your business on a regular basis. Read the first page

Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
fusion marketing partners, guerrilla marketing attack, postcard decks, guerrilla marketers, guerrilla media, other marketing methods, marketing calendar, marketing weapons, guerrilla approach, remnant space, marketing arsenal, telephone marketing, advertising specialties, guerrillas use, true guerrilla, marketing money, marketing secrets, free seminars, marketing medium

Key Phrases - Capitalized Phrases (CAPs): (learn more)
Yellow Pages, Super Handyman, United States, Computer Ace, San Francisco, Cheerful Earful, Los Angeles, Mother Nature, New York, Banana Republic, David Ogilvy, Harvard Business Review, Leo Burnett, Advertising Age, Always Alert, Crystal Fresh Bottled Water, Earning Money Without, Giant Screen, Little League, Marvin Reskin, Media Networks, Newspaper Display Ads, Video Experience, Wall Street Journal, World Wide Web

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Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!

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Citations (learn more)

This book cites 84 books:

• Guerilla Marketing for the Nineties: Revised Edition by Jay Conrad Levinson on 9 pages
• Guerrilla Marketing for the Home-Based Business by Seth Godin in Front Matter, Back Matter (1), and Back Matter (2)
• The Guerrilla Marketing Handbook by Seth Godin in Front Matter, Back Matter (1), and Back Matter (2)
• Guerrilla Marketing Attack by Jay Conrad Levinson President in Front Matter, Back Matter (1), and Back Matter (2)
• Guerrilla Selling: Unconventional Weapons and Tactics for Increasing Your Sales by Orvel Ray Wilson in Front Matter, page 96, and Back Matter

See all 84 books this book cites

 

35 books cite this book:

• How to Farm Successfully--By Mail by Deborah Johnson on 4 pages
• How to Farm Successfully--By Phone by Deborah Johnson on page 39, page 55, and page 97
• Doing Business with the Government Using EDI: A Guide for Small Businesses (Communications) by Jan Zimmerman on page 130, and Back Matter
• Business Start-Up Kit by Steven D. Strauss on page 134, and Back Matter
• Selling Social Change (Without Selling Out): Earned Income Strategies for Nonprofits by Andy Robinson in Back Matter (1), and Back Matter (2)

See all 35 books citing this book

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Books on Related Topics (learn more)

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Guerrilla Marketing Weapons by Jay Conrad Levinson

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Guerrilla Marketing in 30 Days by Jay Conrad Levinson

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Guerrilla Marketing for Consultants by Michael W. McLaughlin

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The Guerrilla Marketing Handbook by Jay Conrad Levinson

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• guerrilla approach

Guerrilla Marketing for Free by Jay Conrad Levinson Discusses: fusion marketing partners guerrilla marketing attack guerrilla marketers Guerrilla Marketing for Mortgage Brokers by David L. Hancock Discusses: fusion marketing partners guerrilla marketing attack postcard decks Guerrilla Marketing Weapons by Jay Conrad Levinson Discusses: postcard decks guerrilla marketers marketing weapons Guerrilla Marketing in 30 Days by Jay Conrad Levinson Discusses: guerrilla marketing attack guerrilla marketers marketing weapons Loading...

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What Do Customers Ultimately Buy After Viewing This Item?

	53% buy the item featured on this page: Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business 4.5 out of 5 stars (43)
	30% buy Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your SmallBusiness 4.3 out of 5 stars (46) $9.72
	6% buy Guerrilla Marketing for Free: Dozens of No-Cost Tactics to Promote Your Business and Energize Your Profits 4.1 out of 5 stars (21) $10.08
	6% buy Guerilla Marketing on the Internet: The Definitive Guide from the Father of Guerilla Marketing 4.0 out of 5 stars (13) $14.93

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Customer Reviews

43 Reviews 5 star:  (30) 4 star:  (6) 3 star:  (5) 2 star:  (1) 1 star:  (1)           Average Customer Review 4.5 out of 5 stars (43 customer reviews)		Share your thoughts with other customers:
Most Helpful Customer Reviews 139 of 146 people found the following review helpful: 5.0 out of 5 stars Most of What You Need Is Between Your Ears, February 21, 2003 By  Robert Morris (Dallas, Texas) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)       Amazon Verified Purchase I read this book when it was first published in 1984 and recently read the Third Edition, curious to know how relevant Levinson's ideas have remained during the almost 20 years years since then. He has revised and updated the book to accommodate the emergence of the Internet, e-business, and globalization initiatives. To his credit, his Guerrilla principles remain valid and, if anything, are even more relevant and more valuable now than ever before. It is important to keep in mind that, as he explains in Guerrilla Creativity, creative marketing is not something that you do. "Instead, it's something that your prospects get." Guerrilla principles guide and inform initiatives by which to produce desired results, whatever those may be. Perhaps to create or increase demand for what one offers. (I use the word "offers" rather than "sells" because the same principles can also be invaluable, for example, to those seeking charitable contributions to a non-profit organization.) Perhaps to inform a prospect or reassure a client; in terms of a competitor, perhaps to create confusion, discomfort, and even despair. Although the book's subtitle suggests that the "secrets" provided will help to make big profits from a small business, Levinson's principles can (as I have indicated) help to achieve a variety of other desired results which may include but are not limited to profits; moreover, his principles can be as helpful to a multinational corporation as they can to a local family-owned business. The material is carefully organized within five sections: The Guerrilla Approach to Marketing -- Updated, Mini-Media Marketing, Maxi-Media Marketing, Nonmedia Marketing, and finally, Launching Your Guerrilla Marketing Attack. Levinson also provides an especially useful concluding section, "Information Arsenal for Guerrillas" (pages 363-372) which directs the reader to hundreds of resources such as a bibliography as well as information about relevant newsletters, periodicals, audiotapes, and videotapes. I especially appreciate the fact Levinson includes marginal notes throughout his narrative. They make it so much easier to review key points which may not have been highlighted or underlined. Also, his Index is much more extensive than what authors of business books usually provide. This is in all respects a user-friendly volume whose material, if understood and then applied both effectively and (yes) appropriately, can be of substantial value to any decision-maker who seeks to create or increase demand for whatever her or his organization offers. What sets Levinson's various "Guerrilla" books apart from most others is his consistent point of view. It has no doubt been influenced by Sun Tzu and especially by several of Sun Tzu's strategies such as when far away, seem near...or vice versa; when small, seem large...or vice versa; when exhausted, seem vigorous...or vice versa, etc. It was Sun Tzu who explained the importance of thorough preparation by asserting that every battle is won or lost before it is fought. Although we usually think of such strategies as being used only by "Davids," the same strategies (albeit with modifications) can also be used very effectively by "Goliaths." In the first chapter, Levinson identifies 12 differences between Guerrilla marketing and traditional marketing. They are essentially differences of judgment, values, and priorities rather than of resources. I agree with Jason Jennings who suggests that it's not the large that eat the small...it's the fast that eat the slow. Size and speed are not mutually exclusive. Many successful organizations have both. However, Levinson is quite correct when stressing the importance (and benefits) of having an underdog mentality. Differing somewhat with Andrew Grove, I presume to suggest that not all survivors are paranoid...but most are. The Guerrilla mentality takes no one and nothing for granted. Ever. For me, one of Levinson's most interesting ideas involves the Guerrilla's relationship with competition. He goes one step further than the Biblical David who wisely avoided physical contact with Goliath: "Guerrilla marketing asks you to forget about competition temporarily and to scout opportunities to cooperate with other businesses and support each other in a mutual quest for profits." That is to say, rather than facing Goliath in combat, Levinson's David would to go into partnership with those vendors who provide a variety of products and services to the Philistines. Goliath would be hired to handle accounts receivable. Eventually David would buy out his partners, then retain them on an outsource basis to continue servicing the Philistine account while he seeks new business opportunities elsewhere within and beyond the Middle East. Perhaps sell franchises in military provisions while remaining owner/CEO of a parent company which provides various services to its franchisees through subsidiaries such as Rent-a-Camel, Caravan Leasing, Goliath Security Services, Galleys Unlimited, etc. Presumably Levinson agrees with me that it would be a mistake, indeed highly un-Guerrilla-like, to adopt all or even most of the strategies and tactics he offers in this book. First, do a rigorous analysis of your organization's needs and interests, of course, but also or its strengths and especially its weaknesses. (You can be sure your toughest competitors already know where you are most vulnerable. Do you?) Next, set the priorities for action (NOT discussion) and develop a cohesive and comprehensive plan to achieve the most important objectives. Then cherry-pick whichever of Levinson's proffered strategies and tactics will be most helpful to those efforts. There are more of them in this book than you can possibly use at any one time, anyway. However, priorities can change...often because of a competitor's initiatives. (If you did not see them coming, that's your fault. A Guerrilla always sleeps with one eye open.) When circumstances change, different strategies and tactics may be needed. Re-read Levinson's book. You'll probably find whatever you need. Final point: A Guerrilla never trusts only one book for advice on marketing. Nor should you. Check out Levinson's bibliography. There are no glaring omissions other than Sun Tzu's The Art of War (Griffith translation) and Reis and Trout's Positioning. Among the dozens he cites, my own preferences are Beckwith's Selling the Invisible, Cohen's The Marketing Plan, Levitt's The Marketing Imagination, McKenna's Real Time, Reichheld and Teal's The Loyalty Effect, and Schmitt and Simonson's Marketing Aesthetics as well as Schmitt's subsequent Experiential Marketing. 57 of 59 people found the following review helpful: 5.0 out of 5 stars A must for Small Business owners and marketers., October 5, 2003 By  Harinath Thummalapalli (Austin, TX United States) - See all my reviews (REAL NAME)    With thousands of books written on marketing and its implementation for all business sizes, this book has created a unique brand name for itself with a series of books all aimed at a particular type of marketing - Guerrilla Marketing. As its name implies, these books are aimed at achieving significant results through non-traditional marketing avenues that have now become fairly established and are probably not Guerrilla tactics anymore (in the strictest sense of the word). This book though originally written in the 1980s has been updated in late 1990s and the update has been driven by the feedback received over 15 years. If you are a small business owner or someone responsible for the marketing division of a small business, you may not have that much money available to run your marketing campaigns professionally and using more traditional channels. Therein lies the appeal to this book that assumes that your only resources are time, energy, and imagination. The book is split into 5 sections - the first section is an introduction to the whole Guerrilla Marketing process all the way from its definition to the thirteen most important marketing secrets and how to develop a Guerrilla Marketing plan. The second section focuses on mini-media marketing which is nothing but the various marketing approaches you can use - canvassing, personal letters, telemarketing (don't be discouraged as the author explains how to do this right and not annoy people), brochures, etc. The third section is about maxi-media marketing which means all the marketing techniques that cost money. But the author has a compelling argument that it is worthwhile if you can benefit from it financially. Newspapers, magazine advertising, radio, television, etc. are addressed one after the other with detailed explanations of what to do and what not to do. The fourth section is nonmedia marketing - free seminars, trade shows, etc. and follows a similar approach of what to do and what to avoid. The author also recommends combining these three types of marketing in a fashion that works for your particular situation. The final section is on actually launching your Guerrilla Marketing attack and how to win! Even large organizations have listened to the author and have started experimenting and successfully implementing Guerrilla Marketing strategies. A marvelous book that convinced me to get a few of the other books in the series with interesting titles like 'Guerrilla P.R. WIRED' that addresses online Guerrilla marketing along with the offline approach. I have several types of marketing books and this set comprises the biggest chunk. I have been experimenting and understanding the various techniques over several months now. Being a small business owner, I like this approach better than most of the others. Bottom line - if you are responsible for marketing your small business goods or services, I recommend at least looking through this book. Good luck! 28 of 28 people found the following review helpful: 5.0 out of 5 stars A Top Reference for Any Business Owner, July 8, 2000 By  Michael Delaware (Battle Creek, Michigan USA) - See all my reviews This book is a great reference for any business owner seeking to really make the most out of their marketing budget. I used the data in this book and actually made miracles happen with it. The average industry expectations on marketing dollars is 5X the return invested. By applying the principles, strategies and bright ideas I learned in this book I managed to make a 12X return for every dollar invested, and that means a whole lot when you are a small business with not an unlimited budget! This book is very basic and useful, and the data Levinson provides is incredible. I learned so much about the actual nuts and bolts of the marketing industry with this text. It's brilliant, creative and imaginative. Expect to keep a pen and paper handy when you start to have all those bright ideas go off like church bells as you read. If you take this information and apply it to your business or activity, you can save yourself a great deal of experimentation and start out with the rocketing results first off.		Ad feedback   Most Recent Customer Reviews 4.0 out of 5 stars Wonderful book I had just started my own business and heard about this book on Dave Ramsey's show. I bought the book and found that it had a lot of great ideas about how to reach new customers... Read more Published on May 12, 2007 by K. Hays 5.0 out of 5 stars Worth the Investment This is an outstanding book and what I consider a must-have for every small business owner. Published on April 13, 2007 by A. Lynch 5.0 out of 5 stars Jay: A Man in the Know This book is the how-to in marketing. It has something for EVERYONE! Thanks Jay! Ja-Naé Wild Women Entrepreneurs President/Founder Published on February 1, 2007 by Ja-Nae Duane 5.0 out of 5 stars Guerrilla Marketing/Levinson Although I bought this book for a gift and did not read it myself, I received it promptly and in excellent shape. Thanks! Published on January 19, 2007 by C. Wilson 5.0 out of 5 stars If you're a small business owner... If you're a small business owner, you need this book. Real life examples of how to market your company,make it more professional, and to make yourself feel more established in... Read more Published on January 3, 2007 by Boston reader 5.0 out of 5 stars Great for Small Business Owners! I am only half-way through the book, and already I've picked up several good ideas for inexpensive marketing. Read more Published on July 19, 2006 by A. Tyler 4.0 out of 5 stars Good book on getting more for less A useful book with lots of ideas on marketing on a low budget. Published on June 17, 2006 by Anesh 3.0 out of 5 stars Has some good points This book is not much different than a college marketing class with the addition of shameless promotion throughout. Read more Published on April 12, 2006 by T. Ransburgh 5.0 out of 5 stars It Really Is a "Jungle" Out There! Though "Guerilla Marketing" has been around now for some time, it is new to many in a new generation of marketers and entrepreneurs, myself being one of those who are just now... Read more Published on March 15, 2006 by Kurt Schanaman 5.0 out of 5 stars Great Service Item was received in a timely manner. Thanks! Published on January 15, 2006 by Randolph Russ Search Customer Reviews Only search this product's reviews

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Product Details

• Paperback: 388 pages
• Publisher: Houghton Mifflin Company; 3rd edition (October 21, 1998)
• Language: English
• ISBN-10: 0395906253
• ISBN-13: 978-0395906255
• Product Dimensions: 8.9 x 5.9 x 0.7 inches
• Shipping Weight: 1 pounds
• Average Customer Review: 4.5 out of 5 stars  See all reviews (43 customer reviews)
• Amazon.com Sales Rank: #147,827 in Books (See Bestsellers in Books)

  Popular in this category: (What's this?)

  #65 in

  Books > Business & Investing > Small Business & Entrepreneurship > Marketing

Customer Reviews

Most Helpful Customer Reviews

139 of 146 people found the following review helpful:

5.0 out of 5 stars Most of What You Need Is Between Your Ears, February 21, 2003

By	Robert Morris (Dallas, Texas) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)

Amazon Verified Purchase

I read this book when it was first published in 1984 and recently read the Third Edition, curious to know how relevant Levinson's ideas have remained during the almost 20 years years since then. He has revised and updated the book to accommodate the emergence of the Internet, e-business, and globalization initiatives. To his credit, his Guerrilla principles remain valid and, if anything, are even more relevant and more valuable now than ever before. It is important to keep in mind that, as he explains in Guerrilla Creativity, creative marketing is not something that you do. "Instead, it's something that your prospects get." Guerrilla principles guide and inform initiatives by which to produce desired results, whatever those may be. Perhaps to create or increase demand for what one offers. (I use the word "offers" rather than "sells" because the same principles can also be invaluable, for example, to those seeking charitable contributions to a non-profit organization.) Perhaps to inform a prospect or reassure a client; in terms of a competitor, perhaps to create confusion, discomfort, and even despair.

Although the book's subtitle suggests that the "secrets" provided will help to make big profits from a small business, Levinson's principles can (as I have indicated) help to achieve a variety of other desired results which may include but are not limited to profits; moreover, his principles can be as helpful to a multinational corporation as they can to a local family-owned business.

The material is carefully organized within five sections: The Guerrilla Approach to Marketing -- Updated, Mini-Media Marketing, Maxi-Media Marketing, Nonmedia Marketing, and finally, Launching Your Guerrilla Marketing Attack. Levinson also provides an especially useful concluding section, "Information Arsenal for Guerrillas" (pages 363-372) which directs the reader to hundreds of resources such as a bibliography as well as information about relevant newsletters, periodicals, audiotapes, and videotapes.

I especially appreciate the fact Levinson includes marginal notes throughout his narrative. They make it so much easier to review key points which may not have been highlighted or underlined. Also, his Index is much more extensive than what authors of business books usually provide. This is in all respects a user-friendly volume whose material, if understood and then applied both effectively and (yes) appropriately, can be of substantial value to any decision-maker who seeks to create or increase demand for whatever her or his organization offers.

What sets Levinson's various "Guerrilla" books apart from most others is his consistent point of view. It has no doubt been influenced by Sun Tzu and especially by several of Sun Tzu's strategies such as when far away, seem near...or vice versa; when small, seem large...or vice versa; when exhausted, seem vigorous...or vice versa, etc. It was Sun Tzu who explained the importance of thorough preparation by asserting that every battle is won or lost before it is fought. Although we usually think of such strategies as being used only by "Davids," the same strategies (albeit with modifications) can also be used very effectively by "Goliaths."

In the first chapter, Levinson identifies 12 differences between Guerrilla marketing and traditional marketing. They are essentially differences of judgment, values, and priorities rather than of resources. I agree with Jason Jennings who suggests that it's not the large that eat the small...it's the fast that eat the slow. Size and speed are not mutually exclusive. Many successful organizations have both. However, Levinson is quite correct when stressing the importance (and benefits) of having an underdog mentality. Differing somewhat with Andrew Grove, I presume to suggest that not all survivors are paranoid...but most are. The Guerrilla mentality takes no one and nothing for granted. Ever.

For me, one of Levinson's most interesting ideas involves the Guerrilla's relationship with competition. He goes one step further than the Biblical David who wisely avoided physical contact with Goliath: "Guerrilla marketing asks you to forget about competition temporarily and to scout opportunities to cooperate with other businesses and support each other in a mutual quest for profits." That is to say, rather than facing Goliath in combat, Levinson's David would to go into partnership with those vendors who provide a variety of products and services to the Philistines. Goliath would be hired to handle accounts receivable. Eventually David would buy out his partners, then retain them on an outsource basis to continue servicing the Philistine account while he seeks new business opportunities elsewhere within and beyond the Middle East. Perhaps sell franchises in military provisions while remaining owner/CEO of a parent company which provides various services to its franchisees through subsidiaries such as Rent-a-Camel, Caravan Leasing, Goliath Security Services, Galleys Unlimited, etc.

Presumably Levinson agrees with me that it would be a mistake, indeed highly un-Guerrilla-like, to adopt all or even most of the strategies and tactics he offers in this book. First, do a rigorous analysis of your organization's needs and interests, of course, but also or its strengths and especially its weaknesses. (You can be sure your toughest competitors already know where you are most vulnerable. Do you?) Next, set the priorities for action (NOT discussion) and develop a cohesive and comprehensive plan to achieve the most important objectives. Then cherry-pick whichever of Levinson's proffered strategies and tactics will be most helpful to those efforts. There are more of them in this book than you can possibly use at any one time, anyway. However, priorities can change...often because of a competitor's initiatives. (If you did not see them coming, that's your fault. A Guerrilla always sleeps with one eye open.) When circumstances change, different strategies and tactics may be needed. Re-read Levinson's book. You'll probably find whatever you need.

Final point: A Guerrilla never trusts only one book for advice on marketing. Nor should you. Check out Levinson's bibliography. There are no glaring omissions other than Sun Tzu's The Art of War (Griffith translation) and Reis and Trout's Positioning. Among the dozens he cites, my own preferences are Beckwith's Selling the Invisible, Cohen's The Marketing Plan, Levitt's The Marketing Imagination, McKenna's Real Time, Reichheld and Teal's The Loyalty Effect, and Schmitt and Simonson's Marketing Aesthetics as well as Schmitt's subsequent Experiential Marketing.

57 of 59 people found the following review helpful:

5.0 out of 5 stars A must for Small Business owners and marketers., October 5, 2003

By	Harinath Thummalapalli (Austin, TX United States) - See all my reviews (REAL NAME)

With thousands of books written on marketing and its implementation for all business sizes, this book has created a unique brand name for itself with a series of books all aimed at a particular type of marketing - Guerrilla Marketing. As its name implies, these books are aimed at achieving significant results through non-traditional marketing avenues that have now become fairly established and are probably not Guerrilla tactics anymore (in the strictest sense of the word).

This book though originally written in the 1980s has been updated in late 1990s and the update has been driven by the feedback received over 15 years. If you are a small business owner or someone responsible for the marketing division of a small business, you may not have that much money available to run your marketing campaigns professionally and using more traditional channels. Therein lies the appeal to this book that assumes that your only resources are time, energy, and imagination.

The book is split into 5 sections - the first section is an introduction to the whole Guerrilla Marketing process all the way from its definition to the thirteen most important marketing secrets and how to develop a Guerrilla Marketing plan.

The second section focuses on mini-media marketing which is nothing but the various marketing approaches you can use - canvassing, personal letters, telemarketing (don't be discouraged as the author explains how to do this right and not annoy people), brochures, etc.

The third section is about maxi-media marketing which means all the marketing techniques that cost money. But the author has a compelling argument that it is worthwhile if you can benefit from it financially. Newspapers, magazine advertising, radio, television, etc. are addressed one after the other with detailed explanations of what to do and what not to do.

The fourth section is nonmedia marketing - free seminars, trade shows, etc. and follows a similar approach of what to do and what to avoid. The author also recommends combining these three types of marketing in a fashion that works for your particular situation.

The final section is on actually launching your Guerrilla Marketing attack and how to win!

Even large organizations have listened to the author and have started experimenting and successfully implementing Guerrilla Marketing strategies.

A marvelous book that convinced me to get a few of the other books in the series with interesting titles like 'Guerrilla P.R. WIRED' that addresses online Guerrilla marketing along with the offline approach. I have several types of marketing books and this set comprises the biggest chunk. I have been experimenting and understanding the various techniques over several months now. Being a small business owner, I like this approach better than most of the others. Bottom line - if you are responsible for marketing your small business goods or services, I recommend at least looking through this book. Good luck!

28 of 28 people found the following review helpful:

5.0 out of 5 stars A Top Reference for Any Business Owner, July 8, 2000

By	Michael Delaware (Battle Creek, Michigan USA) - See all my reviews

This book is a great reference for any business owner seeking to really make the most out of their marketing budget. I used the data in this book and actually made miracles happen with it. The average industry expectations on marketing dollars is 5X the return invested. By applying the principles, strategies and bright ideas I learned in this book I managed to make a 12X return for every dollar invested, and that means a whole lot when you are a small business with not an unlimited budget! This book is very basic and useful, and the data Levinson provides is incredible. I learned so much about the actual nuts and bolts of the marketing industry with this text. It's brilliant, creative and imaginative. Expect to keep a pen and paper handy when you start to have all those bright ideas go off like church bells as you read. If you take this information and apply it to your business or activity, you can save yourself a great deal of experimentation and start out with the rocketing results first off.