Cover image for Guerrilla marketing : secrets for making big profits from your small business
Title:
Guerrilla marketing : secrets for making big profits from your small business
Author:
Levinson, Jay Conrad.
Personal Author:
Edition:
Third edition.
Publication Information:
Boston : Houghton Mifflin, 1998.
Physical Description:
viii, 388 pages ; 23 cm
Language:
English
ISBN:
9780395906255
Format :
Book

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HF5415 .L477 1998 Adult Non-Fiction Non-Fiction Area
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HF5415 .L477 1998 Adult Non-Fiction Central Closed Stacks
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Summary

Summary

When Guerrilla Marketing was first published in 1983, Jay Levinson revolutionalized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Filled with 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 revised and expanded third edition, Levinson offers a new arsenal of weaponry for small-business success in the next century. Filled with strategies for marketing on the Internet (explaining when and precisely how to use it), tips for putting other new technologies to work, programs for targeting prospects and cultivating repeat and referral business, and management lessons in the age of telecommuting and freelance employees, this book will be the entrepreneur's marketing bible in the twenty-first century.


Author Notes

He is the author of more than a dozen books in the Guerrilla Marketing series. A former vice president & creative director at J. Walter Thompson Advertising & Leo Burnett Advertising, he is chairman of Guerrilla Marketing International, a consulting firm serving large & small businesses worldwide. He lives San Rafael, California.

(Bowker Author Biography)


Table of Contents

I. The Guerrilla Approach to Marketing -- Updatedp. 1
1. What Is Guerrilla Marketing?p. 8
2. Entrepreneurial Marketing: The Guerrilla Differencep. 17
3. The Thirteen Most Important Marketing Secretsp. 25
4. The Blueprint: Developing a Guerrilla Marketing Planp. 35
5. Secrets of Developing a Creative Marketing Programp. 49
6. Secrets of Selecting Marketing Methodsp. 58
7. Secrets of Saving Marketing Moneyp. 71
8. Secrets of Obtaining Free Researchp. 81
II. Mini-Media Marketingp. 89
9. Canvassing: Marketing on an Eye-to-Eye Basisp. 92
10. Personal Letters: Inexpensive and Effectivep. 104
11. Telephone Marketing: Dialing for Dollarsp. 114
12. Circulars and Brochures: How, Where, and Whenp. 124
13. Classified Advertising Hints: Making Small Beautifulp. 134
14. Signs: Big and Littlep. 143
15. The Yellow Pages: Turn Them to Goldp. 154
III. Maxi-Media Marketingp. 161
16. Newspapers: How to Use Them with Geniusp. 164
17. Magazine Advertisingp. 173
18. Radio: It Costs a Lot Less Than You Thinkp. 181
19. Television: How to Use It, How Not to Abuse Itp. 191
20. Outdoor Advertising: What It Can and Cannot Dop. 206
21. Direct-Mail Marketing: Pinpointing Your Prospectsp. 212
IV. Nonmedia Marketingp. 235
22. Advertising Specialties and Samples: If You've Got It, Flaunt Itp. 240
23. Free Seminars, Consultations, and Demonstrations: Show and Sellp. 250
24. Trade Shows, Exhibits, Fairs: Making a Public Spectaclep. 260
25. Miscellaneous Marketing Toolsp. 271
26. Public Relations: Instant Credibilityp. 293
27. Professional Marketingp. 311
V. Launching Your Guerrilla Marketing Attackp. 327
28. How Guerrillas Use Psychologyp. 332
29. How Guerrillas Win Battlesp. 350
Acknowledgmentsp. 361
Information Arsenal for Guerrillasp. 362
Indexp. 373