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Kingston – Books 4 – IMG_1148
Author Jay Conrad Levinson
Publisher: Houghton Mifflin
What is Guerrilla Marketing?
MARKETING IS EVERYTHING, you do to promote your business, from the moment you conceive of it to the point at which customers but your product or service and begin to patronize your business on a regular basis. The key words to remember are everything and regular basis.
The meaning is clear: Marketing includes the name of your business, the determination of whether you will be selling a product or service, the method of manufacture or servicing, the location of you business, the determination of whether you will be selling a product or service, the method of manufacture or servicing, the colors, size, and shape of your product, the packaging, the location of your business, the advertising, the public relations, the sales training, the sales presentation, the telephone inquiries, the problem solving, the growth plan, and the follow-up. If you gather from this that marketing is a complete process, you're right.
This book can simplify the the complexities, remove the mystique, show you exactly how any entrepreneur can use marketing to generate maximum profits from minimum investments. It can prevent you from making the many marketing mistakes made every day. Put it another way, this book an help make a small business big. It can prevent you from making the many marketing mistakes made every day.
Put another way, this book can help make a small business big. It can aid an individual entrepreneur in making a lot of money as painless as possible. Very often, the only factor that determines success or failure is the way in which a product or service is marketed. The information in these pages will arm you for success and alert you to the short comings that lead to failure.
Contents by Chapter
1. THE GUERLLIA APPROACH TO MARKETING
What is Guerilla Marketing?
Entrepreneurial Marketing: The Critical Difference
The Three Most Important Marketing Secrets of All
The Blueprint: Secrets of Successful Marketing Planning
Secrets of Developing a Creative Marketing Program
Secrets of Selecting Marketing Methods
Secrets of Saving Marketing Money
Secrets of Obtaining Free Research
2. MINI-MEDIA MARKETING
Canvassing Marketing on an Eye-to-Eye Basis
Personal Letters – Inexpensive and Effective
Telephone Marketing: Dialing for Dollars
Circulars and Brochures – How, Where, and When
Classified Advertising Hints: Making Small Beautiful
Signs – Big and Little
Yellow Pages: Making Them Turn to Gold
3. MAX-MEDIA MARKETING
Newspapers: How to Use Them with Genius
Magazine Advertising – Its Value to Entrepreneurs
Radio: It Costs a Lot Less That You Think
Television: How to Use It, How Not to Abuse It
Outdoor Advertising – What it Can and Cannot Do
Direct-Mail Marketing: Pinpointing Your Prospects
4. NON-MEDIA MARKETING
Advertising Specialties and Samples: If You’ve Got it, Flaunt It.
Free Seminars and Demonstrations: Show and Sell
Trade Shows, Exhibits, Fairs: Making a Public Spectacle
Miscellaneous Marketing Tools: Searchlights, Contests T-Shirts, and More
Public relations: Instant Credibility
Producing Professional Marketing
A GUIDE TO FURTHER INFORMATION
Paperback 226 pages ISBN: 0-395-38314-5