- 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: 11 customer reviews
- Amazon Best Sellers Rank: #2,746,740 in Books (See Top 100 in Books)
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Marketing Without Advertising (2nd Ed.) Paperback – June, 1998
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...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 toand cantake 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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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. They cite how often even the largest and most powerful firms have lost out when firms, such as Phillips for example, gave reasonable licenses to almost anyone manufacturing audio tapes.
The chapter on marketing on the Internet cautions that we, as Americans, have a boundless faith in the future of technology and therefore seduce ourselves into believing the Internet will solve all our marketing problems. After all, is it not "free" and it makes your message available to the entire world?
They point out some products and some people may not fit the Web site method of marketing. For example, you may have a product that must be physically examined to make the sale or you may have a service that is so specialized that your clients seek you out. They urge you "to keep in mind that for many businesses having a Web site is like having vanity plates for your car".
If you do decide on going the Internet route, they suggest you consider two key facts. One, you may be one of 30 listed in your local yellow pages, but you may be one of 9,000 on the Internet. To stand out they suggest imagining trying to "make it into The Guiness Book of World Records", that is, make yourself unique and desirable above all others. Two, if the nature of your business is necessarily local, point it out clearly by a map and with words.
While the cost of a net site can be low, they caution gimmicks can be costly in time and money. They quote one expert in the field as advising that it is better to have a "few thousand loyal customers" than "a million new people visit each month and never return".
The authors give suggestions on how to get covered by search engines. They especially note the importance of selecting good key words to avoid being lost in the oceans of words spewed out by hundreds of thousands of firms in similar fields.
The appendix of this book contains 21 worksheets that will help you analyze your business, your customers, and will aid you in planning your marketing efforts. This book is a down-to-earth, hands-on book, by two people with vast small business experience and they have the ability to convey their hard-earned knowledge without pretentious theories, graphs, and other technobabble.
A real pleasure to read, a very low price, and a chance to view marketing and advertising from a different perspective than the conventional one.
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.
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.
With each store example they use to describe an marketing idea, a bulb went off in my head because the stores are my favorites, but I could never have made the connection of using the same ideas for our own businesses. Now that I am attuned to the concepts, I can appreciate the things that the small businesses we've been patronizing for 10 years have been constantly doing.