In my review of
The Guerilla Marketing Handbook
by Jay Conrad Levinson & Seth Godin posted on Amazon.co.uk, I gave it Three Stars.
Here is my review.
A very good book on marketing tactics but badly out of date since it was written in 1994
This is a very practical marketing book packed with good advice on using marketing tools and tactics. It is a nice companion book to the main Guerilla Marketing book.
It can be used as a stand-alone marketing book to help you to implement popular marketing techniques but I think you’ll get more benefit from understanding the Guerrilla Marketing thinking.
It’s not really a book to read from cover to cover because it’s too dry but to pick up and read the relevant section when you are about to start a new campaign.
This book is split into main sections and then subsections:
1 – Advertising – newspapers & magazines, remnant space and per enquiry, classified ads, yellow pages, radio and TV advertising, infomercials, billboards and signs and even some tips on saving money by using bartering.
2 – Mini-media – business cards, brochures, videos, posters, newsletters, circulars, gift certificates and order forms.
3 – Target media – post cards, inserts, direct mail, catalogues.
4 – Promotions – contests, jingles and slogans, point of purchase items, gifts and trade shows.
5 – Telephone selling.
6 – Non-media – pricing, business names, distribution, logos, affinity marketing, word of mouth, speed and service.
It’s age means that there is nothing about email marketing, websites, blogs, webinars or social media. It hasn’t been updated since it was first published in 1994.
While Internet marketing is a significant omission, the information on offer in The Guerrilla Marketing Handbook remains very pertinent for all the marketing tactics. The list of helpful references is also out of date.
I have this in my library despite several culls of books that I could never see me using. I think of it as a four star book deducted a star because it is old.
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