Marketing Without Advertising: Inspire Customers To Rave About Your Business & Create Lasting Success (Paperback)

by Michael Phillips (Author), Salli Rasberry (Author), Diana Fitzpatrick (Author) "The argument made by the proponents of advertising is almost pathetically simple-minded: If you can measure the benefits of advertising on your business, advertising works;..." (more)
Key Phrases: good recourse policy, parallel marketing, enzyme bath, Yellow Pages, San Francisco, United States (more...)

Editorial Reviews

Product Description

Make your business stand out without the cost of advertising!

The best marketing you can do for your business is to concentrate on creating a high-quality operation that customers, employees and other businesspeople will trust, respect and recommend.

Marketing Without Advertising teaches small business owners practical strategies to:

# encourage customers to spread the good word about your business
# attract new customers and gain their trust
# turn dissatisfied customers into loyal supporters
# list your products or services widely and inexpensively
# plan marketing events that will keep customers involved
# encourage the media to comment positively on your business

The 6th edition is completely rewritten with and updated with real world examples and resources. It also discusses the latest marketing trends, such as international Internet marketing and blogs. --This text refers to the Paperback edition.

--This text refers to the Kindle Edition edition.

Product Details

• Paperback: 240 pages
• Publisher: NOLO; 5 edition (May 31, 2005)
• Language: English
• ISBN-10: 1413301843
• ISBN-13: 978-1413301847
• Product Dimensions: 8.9 x 7 x 0.6 inches
• Shipping Weight: 1.1 pounds
• Average Customer Review: 4.7 out of 5 stars See all reviews (3 customer reviews)
• Amazon.com Sales Rank: #581,979 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

33 of 34 people found the following review helpful:

5.0 out of 5 stars Great Book, A Small Business Probably Should Not Advertise, July 20, 2005

By	John Matlock "Gunny" (Winnemucca, NV) - See all my reviews (REAL NAME)

Having been involved with many small businesses for many years I picked up this book with some skepticism. Then I turned to the first chapter. It's called Advertising: The Last Choice in Marketing. And it was dead on right -- To be sure there is a place for advertising, Pepsi up against Coke has no choice (which isn't to say that they do it well). They have no choice because they can't do the kinds of things this book talks about. They can't produce a new product -- Remember New Coke?

In any case, this book isn't about Coke, it's about marketing a small business or service. That means you need to market locally. Effectively you can't advertise. I was recently involved in promoting a play for a local community theater. We had posters all over town, both supermarkets, half the business windows on main street, three articles in our local paper plus announcements every issue in their Community Calendar, there was a twenty minute interview program on the local radio station -- all the kinds of things this book talks about. The play was a great success, both performances sold out, standing ovations for the performers. Afterwards a great number of people came up and said, "I heard you put on a play, I didn't know anything about it, tell me about it when you do another." What possible good would advertising do?

If I had run a few thousand dollars of advertising do you think any of these people would have noticed? If they didn't read the articles, see the calendar or tune in the radio. What else could I have done?

Marketing now is a different matter. We marketed, it worked. We paid very little money out. Did we do everything the book said? No. We didn't do internet for instance. This was a local play to a local audience in the back room of a local restaurant. The book talks about the internet. And yes, I have to agree the internet is excellent for some kinds of marketing, not for every situation. A small business with a specialty product for which you couldn't possibly find enough customers in a local community couldn't do better than the net. Example -- crystal radio kit. You might could sell one in our little town. You could make a business of selling them world wide.

Great book. If you're just starting out or need to improve marketing the ideas expressed here can be agreat help.

5.0 out of 5 stars Marketing Without Advertising, February 12, 2009

By	LEE (Le Château, USA) - See all my reviews

This a great book - recommended to us by Gary Fong.

No new edition yet, but this one covers topics that are valid in 2009 for virtually any business.

3 of 7 people found the following review helpful:

4.0 out of 5 stars Good resource, May 14, 2007

By	Evan Horne (Upstate NY) - See all my reviews (REAL NAME)

I think that this is a complete guideline of non-traditional approaches to moving any company or product into more of a felt part of the community, rather than an ideal merely thrust into the memory. Good POV.