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Grassroots Marketing: Getting Noticed in a Noisy World Paperback – 8 Jun 2000

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Product details

  • Paperback: 306 pages
  • Publisher: Chelsea Green Publishing Co; Revised edition edition (8 Jun. 2000)
  • Language: English
  • ISBN-10: 1890132683
  • ISBN-13: 978-1890132682
  • Product Dimensions: 25.2 x 19.7 x 1.7 cm
  • Amazon Bestsellers Rank: 2,761,157 in Books (See Top 100 in Books)

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Product Description


In this revised edition of Marketing Without Megabucks (1993), a Massachusetts-based consultant hawks key marketing and copywriting tricks for low-budget self-promotion via traditional media and cyberspace. Includes examples and resources. Annotation c. Book News, Inc., Portland, OR (

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Most Helpful Customer Reviews on (beta) 12 reviews
11 of 11 people found the following review helpful
Practical, Innovative, and Cost-Effective Wisdom 29 May 2001
By Robert Morris - Published on
Format: Paperback
In essence, marketing creates or increases demand for whatever is offered for sale. Most organizations have severely limited resources for marketing. Horowitz offers lots of sound ideas, several of them originally introduced in his previous Marketing Without Megabucks. (Even organizations which have "megabucks" can learn a great deal from Horowitz.) He correctly stresses the importance of (a) identifying precisely who the audience is, (b) getting the right information to them, "being heard" despite all the "noise", and (c) motivating them to do business with you. The material is organized within six Parts: Key Concepts, Print Promotion, Electronic Exposure, Incredible Internet, Phone and Face, and The Growth Curve. Marketing professionals may well view this book as "simplistic" and perhaps in some respects it is. However, few organizations have marketing professionals on staff. Most do the best they can with who and what they have...usually an over-extended owner with a few "extra" dollars to spend. When buying this book for about $20.00, you retain Horowitz as a consultant to help increase demand for what you sell. Take your time working your way through the book. Highlight key passages. Take notes. Go back and re-read sections which seem to speak directly to your immediate needs. Because the book offers more suggestions than you can possibly use, cherry-pick those which are most appropriate, and, which can be acted upon soon, if not immediately. Most important of all, with Horowitz's help, challenge all of your assumptions about your business. Ask tough questions. For example, why do your customers buy from you? What are customer expectations? Unmet needs that you can fill? Who else buys what you sell but not from you? Why not? Price? Convenience? Service? (Do you know?) In all contacts with customers, how effective are your and your associates' people skills? Do customers feel appreciated? How about repeat business?
There's so much "noise" in every marketplace and sometimes it's deafening. So many "voices" competing to be heard. Also lots of "clutter" which makes it more difficult to see...and to be seen. Horowitz understands all this. Much of his book is devoted to attracting favorable attention. Being noticed. Try lots of stuff. Experiment on a limited basis with several different strategies and tactics. Find out what works...and what doesn't. Also find out why. Ask customers what they think. Also ask family members and neighbors. (Ken Blanchard is right: "Feedback is the breakfast food of champions.") Horowitz poses almost all of the questions which must be asked. He also offers answers. Some answers are right for your organization...others are not. Know why. Obviously, I think highly of this book as a single-source, as a basic manual, in which Horowitz provides an abundance of practical and cost-effective marketing ideas, carefully explained and generously illustrated. In the final chapter, he sums up his perspective on successful marketing. Then in the "Resources" section which follows, he provides additional information which may also be of interest.
I offer only one caveat: Even if Horowitz were a full-time employee in your organization and devoted all of his attention to your marketing needs, working with a budget of (let's say) $20-million, he would not be successful unless your organization (a) offers quality products and/or services at a fair price, (b) is totally committed to serving the needs of customers, and (c) also takes very good care of its own people. "Grassroots marketing" principles really don't work very well with weeds.
10 of 11 people found the following review helpful
Grassroots Marketing - Getting Noticed in a Noisy World 8 Jun. 2000
By Ned Barnett - Published on
Format: Paperback
Friend and colleague Shel Horowitz recently took the plunge with his latest marketing guideline masterpiece, "Grassroots Marketing - Getting Noticed in a Noisy World" (Chelsea Green Publishing, (...) - he even gave me an autographed review copy, but that is not why I'm posting this review. Shel's latest book, a complete and comprehensive update of his classic "Marketing without Megabucks," is a wonderful book for anyone who wants to understand how marketing, promotion and public relations can be done - on your own - without costing a lot of money. This book offers a great collection of insight, ideas and examples - and if I was still teaching Marketing 101 at UNLV or PR Practicum at MTSU, I'd use this as one of the required-reading textbooks - it's that good.
I've written 8 published books on PR and marketing - I know how hard it can be to capture and translate the sophisticated concepts that make promotion work, while demystifying them so any competent businessperson can put them to work. Shel has done this with a grace and style that make me frankly envious.
If you want to understand how you can market and promote your book, your business, yourself, you should buy and read this book by Shel Horowitz.
5 of 5 people found the following review helpful
39 Books for the Price of One 17 May 2002
By STEVE OKEEFE - Published on
Format: Paperback
The main reason to buy this book is that Shel Horowitz has distilled the marketing wisdom of dozens of experts who charge up to hundreds of dollars for their books. Not only has Shel done the reading for you, he also interviewed many of these experts, or engaged in correspondence with them. He is a scholar of marketing, summarizing and simplifying with his infectious, upbeat writing style and an unwavering focus on what can be done on the cheap.
The second reason to buy this book is for the copious examples and case histories. Shel provides numerous side-by-side examples of good and poor copy, including news releases, classified ads, e-mail signature files, and even Yellow Pages ads. These side-by-side comparisons teach quickly in a way no amount of explanatory text can match.
My only complaint is the title of the book. It should be "TREEroots Marketing," because if you follow Shel's no-frills advice, you'll soon be towering over the competition.
7 of 8 people found the following review helpful
The difference between economic success & financial failure 13 Feb. 2001
By Midwest Book Review - Published on
Format: Paperback
Simply put, Grassroots Marketing: Getting Noticed In A Noisy World by Shel Horowitz could be the difference between economic success and financial failure for any start-up entrepreneurial enterprise or small business endeavor in today's highly competitive marketplace, regardless of the product or service being offered. Grassroots Marketing covers virtually all aspects and facets of publicity, promotion and marketing including print, radio/television, Internet, telephone, email, postal, fax, and face-to-face formats. This absolutely practical, immensely valuable cornucopia of tips, tricks and techniques for marketing with limited funds is a "must" for the self-employed, the small business operator, non-profit organization directors, and anyone else with a product, service, or cause to bring to the public's attention.
7 of 9 people found the following review helpful
You Will Not Get Swallowed By The Snake 9 Jun. 2000
By Michael C. - Published on
Format: Paperback Verified Purchase
(The headline here is a reference to Chapter 8. I just wanted Shel to know I really did read the book!)
I used to think there were two or three books worth reading about small business marketing and advertising (my own included, of course) but we now must add this latest gift of support to struggling entrepreneurs. This one is a foundation stone, so don't begin your business building without it. You've been warned.
(Michael Corbett, Author, "The 33 Ruthless Rules of Local Advertising")
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