Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business / Edition 3

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Overview

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.

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Editorial Reviews

From the Publisher
"No matter what business you're in, Guerrilla Marketing, the bible of lively, low-cost marketing tips, is invaluable." The Los Angeles Times
Entrepreneur
"No one knows how to use the weapons of the trade better than industry expert Jay Levinson." --Entrepreneur
Los Angeles Times
"No matter what business you're in, Guerrilla Marketing, the bible of lively, low-cost marketing tips, is invaluable."--Los Angeles Times
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Product Details

  • ISBN-13: 9780395906255
  • Publisher: Houghton Mifflin Harcourt
  • Publication date: 10/28/1998
  • Series: Guerrilla Marketing Series
  • Edition description: Third Edition
  • Edition number: 3
  • Pages: 400
  • Product dimensions: 6.00 (w) x 9.00 (h) x 0.50 (d)

Meet 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.

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Table of Contents

1 What Is Guerrilla Marketing? 8
2 Entrepreneurial Marketing: The Guerrilla Difference 17
3 The Thirteen Most Important Marketing Secrets 25
4 The Blueprint: Developing a Guerrilla Marketing Plan 35
5 Secrets of Developing a Creative Marketing Program 49
6 Secrets of Selecting Marketing Methods 58
7 Secrets of Saving Marketing Money 71
8 Secrets of Obtaining Free Research 81
9 Canvassing: Marketing on an Eye-to-Eye Basis 92
10 Personal Letters: Inexpensive and Effective 104
11 Telephone Marketing: Dialing for Dollars 114
12 Circulars and Brochures: How, Where, and When 124
13 Classified Advertising Hints: Making Small Beautiful 134
14 Signs: Big and Little 143
15 The Yellow Pages: Turn Them to Gold 154
16 Newspapers: How to Use Them with Genius 164
17 Magazine Advertising 173
18 Radio: It Costs a Lot Less Than You Think 181
19 Television: How to Use It, How Not to Abuse It 191
20 Outdoor Advertising: What It Can and Cannot Do 206
21 Direct-Mail Marketing: Pinpointing Your Prospects 212
22 Advertising Specialties and Samples: If You've Got It, Flaunt It 240
23 Free Seminars, Consultations, and Demonstrations: Show and Sell 250
24 Trade Shows, Exhibits, Fairs: Making a Public Spectacle 260
25 Miscellaneous Marketing Tools 271
26 Public Relations: Instant Credibility 293
27 Professional Marketing 311
28 How Guerrillas Use Psychology 332
29 How Guerrillas Win Battles 350
Acknowledgments 361
Information Arsenal for Guerrillas 362
Index 373
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Customer Reviews

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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted December 11, 1999

    Required reading

    The only marketing books I've ever really used in my business are Levinson's Guerrilla Marketing and Barry Maher's Getting the Most from Your Yellow Pages Advertising. I've gone through two copies of each, and recommend them every chance I get.

    2 out of 2 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
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