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Jay Conrad Levinson

Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business Paperback – October 1, 1998

by Jay Conrad Levinson (Author)

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Guerilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business
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388 pages
Language

English
Publisher

Houghton Mifflin Company
Publication date

October 1, 1998
Dimensions

6.75 x 1 x 9 inches
ISBN-10

0395906253
ISBN-13

978-0395906255
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Editorial Reviews

Review

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

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.

Product details

Publisher : Houghton Mifflin Company; 3rd edition (October 1, 1998)
Language : English
Paperback : 388 pages
ISBN-10 : 0395906253
ISBN-13 : 978-0395906255
Item Weight : 12.3 ounces
Dimensions : 6.75 x 1 x 9 inches

Best Sellers Rank: #2,084,036 in Books (See Top 100 in Books)
- #1,749 in Marketing for Small Businesses (Books)
- #3,260 in Advertising (Books)
- #12,059 in Marketing (Books)

Customer Reviews:
56 ratings

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4 star		17%
3 star		14%
2 star		3%
1 star		8%

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Boston reader

If you're a small business owner...

Reviewed in the United States on January 2, 2007

Verified Purchase

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 your field. Along with "Guerrilla Marketing for Consultants", written in 2005, you will get into the proper mindset for self-promotion. Be brutally honest, put in some brainstorming hours and commit yourself to succeed. I will refer to both these books yearly to refresh my marketing campaign. (Written in 1998, so Internet and email marketing methods are not discussed in relevant terms).

4 people found this helpful

Helpful

Most of What You Need Is Between Your Ears

Reviewed in the United States on February 21, 2003

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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.

148 people found this helpful

Helpful

Ariston

Great for Small Business Owners!

Reviewed in the United States on July 19, 2006

Verified Purchase

I am only half-way through the book, and already I've picked up several good ideas for inexpensive marketing. Not only has it provided new ideas, but it has reminded me of things I already knew I should do but had forgotten.

The author also gives plenty of helpful tips on how to make all the traditional means of marketing more effective. Be sure to keep a highlighter and a pen with you when you read the book so you can highlight the items that apply specifically to your business and refer to them quickly.

3 people found this helpful

Helpful

Deborah Crawford

Levinson is my hero!

Reviewed in the United States on December 4, 2005

Verified Purchase

Long before I was a small business owner, I read and practiced "Guerilla Marketing" in the corporate world. Perhaps I owe Jay a small residual for my own success, because his writing amplified my own "why not" attitude and I was able to be successful as a leader and marketer. I still use this book after all these years--I'm on my third copy.

I recommend this book to all small business owners and employed sales and marketing pros, too. Levinson, like Seth Godin and other marketing gurus, provide the education you cannot find in a classroom. If you have a product or service you want to market to the world, start here.

8 people found this helpful

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Gordo

Good advice

Reviewed in the United States on June 23, 2019

Verified Purchase

Helped my wife’s business.

Helpful

Hans Dieter Wulf

A Great Resource

Reviewed in the United States on March 22, 2014

Verified Purchase

I purchased this book again, for I had purchased it when it first came out years ago, for a gift to help a relative in his self employed business. There are other updated editions, but this is a good foundation for someone who knows very little about marketing for a small business.

Helpful

Uncle Roy

Inspiring

Reviewed in the United States on July 27, 2005

Verified Purchase

Yes, as others have noted, some of this book is out of date. However, I gotta tell you as a new business owner, this book is pure inspiration.

I now have enough info, the wherewithall and the motivation to get the marketing done. Just over the past 3 months I, and my employees, have seen the increase in business. I now have signed the contracts to start my radio & tv commercials. I would not have felt comfortable about making some of the decisions I did without these series of books, and this one in particular.

5 people found this helpful

Helpful

Jason Johnson

So So Book: For Beginners Only

Reviewed in the United States on April 14, 2003

Verified Purchase

If you've got formal training in marketing, avoid this book. It lays down some basic tenets of marketing you probably already understand. What I was looking for in it was some practical advice for small businesses and some innovative ideas. Most of what I found I had already discerned through common sense. There's nothing terribly creative or innovative in his ideas.
Here's the summary: learn the basic principles of marketing, use common sense, be persistent and frugal, and work hard.
If you haven't had any formal marketing training this might be a place to start, but even then, I'd recommend a basic marketing text first. Learn the "3 C's" and "4 P's" of marketing before you spend your money on Guerilla Marketing.

10 people found this helpful

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Top reviews from other countries

Paul J Coulter

Small business owners should read this book

Reviewed in Canada on December 3, 2012

Verified Purchase

If you're starting a business on a budget this book is packed full of ideas that will help you market your products or services without incurring large expenses.

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