- Paperback: 368 pages
- Publisher: Houghton Mifflin (Trade); 4th Revised edition edition (5 Jun 2007)
- Language English
- ISBN-10: 0618785914
- ISBN-13: 978-0618785919
- Product Dimensions: 22.9 x 15.3 x 2.4 cm
- Amazon Bestsellers Rank: 319,573 in Books (See Top 100 in Books)
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Synopsis
An expanded and updated edition of the revolutionary marketing classic identifies the fastest growing markets, discusses recession strategies, modern consumers, targeted prospects, technology, and management; and furnishes new sections on Internet marketing, the use of new technologies, and cultivating repeat and referral business. Original.
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68 reviews
130 of 142 people found the following review helpful
Not Exactly......
15 Sep 2008
Format:Paperback|Amazon Verified Purchase
On page five, bullet point three: Mr. Levinson states, "Traditional marketing is geared toward big business.... The soul and spirit of guerrilla marketing - is small business: companies with big dreams and tiny budgets." However that was not my experience reading this book. Instead he seemed to promote laborious and expensive marketing tactics. I thought I was going to be reading a book about low / no-cost, surprise attacks, launched in the dead of night with no warning. Instead what I read was kind of stale, old school stuff.
For example; Chapter 3, The Sixteen Monumental Secrets of Guerrilla Marketing, starts with the sentence, "If you're a guerrilla, these sixteen secrets are not secret to you at all." OK, then why am I reading this book? Then the secrets end up being more general philosophy rather than tactics, such as commitment, investment, consistent, confident, patient, assortment, subsequent, etc., etc. In my opinion, he spent too much time making things rhyme and not enough into research into successful low / no-cost product launches or common themes and marketing techniques that sky-rocketed the success of the Zero to Two-Hundred-Mile-an-Hour companies. That's what I call a 600 pound Marketing GUERRILLA.
The chapter on MiniMedia Marketing was mildly interesting but nothing new as of the fall of 2007.
Then you have MaxiMedia and everything here costs some big bucks, sorry Jay I'll pass..
I'm not going to say that this book is without merit; it has good stuff in it if you haven't been in the sales and marketing business very long. It's a book that the novice can learn a good deal from, but more and more the younger aggressive person learns most of these things on the go and has picked up 90% of this stuff in a year or two in the business. If you are just starting or are unfamiliar with sales and marketing; then by all means get this book and dive in. However, the title Guerrilla Marketing implies something completely different to me than a book of general principles and tactics on the subject of marketing.
For example; Chapter 3, The Sixteen Monumental Secrets of Guerrilla Marketing, starts with the sentence, "If you're a guerrilla, these sixteen secrets are not secret to you at all." OK, then why am I reading this book? Then the secrets end up being more general philosophy rather than tactics, such as commitment, investment, consistent, confident, patient, assortment, subsequent, etc., etc. In my opinion, he spent too much time making things rhyme and not enough into research into successful low / no-cost product launches or common themes and marketing techniques that sky-rocketed the success of the Zero to Two-Hundred-Mile-an-Hour companies. That's what I call a 600 pound Marketing GUERRILLA.
The chapter on MiniMedia Marketing was mildly interesting but nothing new as of the fall of 2007.
Then you have MaxiMedia and everything here costs some big bucks, sorry Jay I'll pass..
I'm not going to say that this book is without merit; it has good stuff in it if you haven't been in the sales and marketing business very long. It's a book that the novice can learn a good deal from, but more and more the younger aggressive person learns most of these things on the go and has picked up 90% of this stuff in a year or two in the business. If you are just starting or are unfamiliar with sales and marketing; then by all means get this book and dive in. However, the title Guerrilla Marketing implies something completely different to me than a book of general principles and tactics on the subject of marketing.
21 of 23 people found the following review helpful
Completely Updated & Revised
17 Nov 2007
Format:Paperback
This 4th edition of the small business marketing classic is completely updated and revised as of 2007. The new edition is as relevant today as its original edition was over 20 years ago. The added e-marketing tips (advertising, blogs, podcasts, etc.) are accurate and useful. If you're a small business owner and have not read this book, you need to order it today. I just finished an MBA marketing class, and the theories that we studied are covered in Levinson's book in plain English--I wish I had read it before the semester began!
16 of 19 people found the following review helpful
not quite what I expected
9 Nov 2008
Format:Paperback
Although most of the information in this book has been around for a long time, it will probably be helpful if this is your fist marketing book -- & you have a fairly large budget for your marketing campaign.
I was hoping for more internet marketing advice, but found only a small section dedicated to this venue. This was surprising considering the internet is fast becoming THE marketing tool of today and the future.
Plenty of help in this book on all other forms of media advertising, but all require sizable budgets.
As for book quality... The text is a bit small and crowded, and is printed on newsprint quality paper. The addition of some subheadings here and there just to break up the pages a bit would ease a rather monotonous flow.
I was hoping for more internet marketing advice, but found only a small section dedicated to this venue. This was surprising considering the internet is fast becoming THE marketing tool of today and the future.
Plenty of help in this book on all other forms of media advertising, but all require sizable budgets.
As for book quality... The text is a bit small and crowded, and is printed on newsprint quality paper. The addition of some subheadings here and there just to break up the pages a bit would ease a rather monotonous flow.
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