on 29 July 2013
This is a long book and as such is both a good introduction to Levinson's Guerilla Marketing Books and a one-stop-shop reference for those who are fans of his work.
I'm currently half way through the book and here are some points:
* There are some real gems in here...the 7 sentence marketing strategy, the lists of marketing weapons, best advertising etc. These are pure gold and as such, the worth the price of the book
* large parts of the book read like a manifesto for a guerilla marketer...featuring long paragraphs of prose like "guerillas aim for results more than growth. they are focused upon profitability and balance, vitality and improvement...their plans call for steadily increasing profits without a sacrifice of personal time..." [you get the idea...much of this is good advice but no concrete steps for how to do these things].
These bits make the book wordy and long but not as impactful as the other type of material this book contains [checklists, bullet points, next actions].
All in all, this is an excellent place to look for a broad understanding of the attitudes of a successful guerilla marketer, some great ideas for how to use guerilla marketing weapons and tactics and it contains the best ideas/information from many of his older books.
If you're considering purchasing a Levinson book and are a bit overwhelmed by the 27 or so other titles available in this series, this is the book to begin with!
on 15 January 2014
This book is a little hard to review. The book's title is misleading, largely because the authors have stretched their own guerilla concept to include every sales marketing and business practice under the sun. Thus the word 'guerilla' could be replaced with 'alpha marketers' or 'smart people' or 'clever little dolphins' and it wouldn't make much difference.
So if you, like me, were looking specifically for low cost ingenuity to create attention-grabbing marketing in a desensitized market, you may be disappointed. These are not the ninjas you are looking for. its hard to say that a creator of a term doesn't understand its specific meaning but there it is. This is likely a result of brand stretching. Guerilla sells well so it has been applied to every business topic in existence. Fair enough, and it is partly a philosophy, but it has been partly diluted in the process. If the book had been called guerilla business practices, I might be more on-side.
That said, this book is full of sales tips, yes marketing ideas, business practices, negotiating tactics, self-improvment and motivational methods and more. I learned a lot of useful stuff so its hard not to recommend it as it is a good read. Just not exactly what I wanted to buy. So just be sure it is what you want before you click.
This is the first business book I ever bought. If you already own many, this may duplicate a lot you have already read.