Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business » (Updated)

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.

When Guerrilla Marketing was first published in 1983, Jay Levinson revolutionized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Based on hundreds of solid ideas that really work, Levinson’s philosophy has given birth to a new way of learning about market share and how to gain it. In this completely updated and expanded fourth edition, Levinson offers a new arsenal of weaponry for small-business success including

* strategies for marketing on the Internet (explaining when and precisely how to use it)

* tips for using new technology, such as podcasting and automated marketing

* programs for targeting prospects and cultivating repeat and referral business

* management lessons in the age of telecommuting and freelance employees

Guerrilla Marketing is the entrepreneur’s marketing bible -- and the book every small-business owner should have on his or her shelf.

Stephen Turner - Library Journal

The "Guerrilla Marketing" series from Guerrilla Marketing International chair Levinson is one of the most successful marketing book franchises published over the past quarter century. The premise of his books has always been to find ways to get big results on little budgets. And, as the Web is the greatest tool ever invented for getting such results, this updated edition, first published in 1983, necessarily covers the Web's impact on marketing. In fact, nearly a third of the book is on "New Media Marketing." This includes podcasting, streaming media, telecommuting, webinars, and direct marketing through the Web. Much of what was in the first edition has been distilled into this edition's first 200 pages. This material remains relevant, but it is interesting to note the tremendous impact the original work had on the way small (and even large) marketers approached their markets, so that Levinson's ideas are now viewed by many as common practice. In several ways, the Web grew naturally out of his ideas. If there is one book any library should have that introduces the principles of marketing (especially for small businesses), this is it.

Introduction xi

Part I. The Guerrilla Approach 1. What Is Guerrilla Marketing Today? 3 2. The Need for Guerrilla Marketing 11 3. The Sixteen Monumental Secrets of Guerrilla Marketing 22 4. Developing a Guerrilla Marketing Plan 36 5. Developing Truly Creative Marketing 49 6. Selecting the Most Lethal Marketing Methods 58 7. Secrets of Saving Marketing Money 71 8. Research: The Starting Point of a Guerrilla Marketing Campaign 83

Part II. Minimedia Marketing 9. Truths About Minimedia Marketing 97

Part III. Maximedia Marketing 10. Guerrilla-Style Maximedia Marketing 161

Part IV. New-Media Marketing 11. E-Media Marketing 215 12. Info-Media Marketing 252 13. Human-Media Marketing 268 14. Nonmedia Marketing 283

Part V. The Nature of the Guerrilla 15. Guerrilla Company Attributes 307 16. Guerrilla Company Attitudes 323 17. Guerrilla Marketing Psychology 332

The 200 Weapons of Guerrilla Marketing 337 Acknowledgments 341 Information Arsenal for Guerrillas 343 Index