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Guerilla Marketing.
When Guerrilla Marketing was first published in 1983, Jay Levinson revolutionized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Based on hundreds of solid ideas that really work, Levinson’s philosophy has given birth to a new way of learning about market share and how to gain it. In this completely updated and expanded fourth edition, Levinson offers a new arsenal of weaponry for small-business success including* strategies for marketing on the Internet (explaining when and precisely how to use it)* tips for using new technology, such as podcasting and automated marketing* programs for targeting prospects and cultivating repeat and referral business* management lessons in the age of telecommuting and freelance employeesGuerrilla Marketing is the entrepreneur’s marketing bible -- and the book every small-business owner should have on his or her shelf.
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First published March 1, 1984
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November 30, 2013
Below are key excerpts from the book that I found particularly insightful:
1- "Marketing is every hit of contact your company has with anyone in the outside world. Every bit of contact. That means a lot of marketing opportunities. It does not mean investing a lot of money."
2- "Marketing is the art of getting people to change their minds or to maintain their mindsets if they re already inclined to do business with you. People must either switch brands or purchase a type of product or service that has never existed before."
3- "Guerrilla marketers do not rely on the brute force of an outsized marketing budget. Instead, they rely on the brute force of a vivid imagination. Today, they are different from traditional marketers in twenty ways. I used to compare guerrilla marketing with textbook marketing, but now that this book is a textbook in so many universities, I must compare it with traditional marketing."
4- "The Sixteen Monumental Secrets of Guerrilla Marketing: 1. You must have commitment to your marketing program. 2. Think of that program as an investment. 3. See to it that your program is consistent. 4. Make your prospects confident in your firm. 5. You must be patient in order to keep a commitment. 6. You must see that marketing is an assortment of weapons. 7. You must know that profits come subsequent to the sale. 8. You must aim to run your firm in a way that makes it convenient for your customers. 9. Put an element oi amazement in your marketing. 10. Use measurement to judge the effectiveness of your weapons. 10. Use measurement to judge the effectiveness of your weapons. 11. Prove your involvement with customers and prospects by your regular follow-up with them. 12. Learn to become dependent on other businesses and they on you. 13. You must be skilled with the armament of guerrillas, which means technology. 14. Use marketing to gain consent from prospects, and then broaden that consent so that it leads to the sale 15. Sell the content of your offering rather than the style; sell the steak and the sizzle, because people are too sophisticated to merely buy that sizzle. 16. After you have a full-fledged marketing program, work to augment it rather than rest on your laurels."
5- "Creativity comes from knowledge. You must have knowledge of your own product or service, your competition, your target audience, your marketing area, the economy, current events, and the trends of the time. With this knowledge, you'll have what it takes to develop a creative marketing program, and you'll produce creative marketing materials."
6- "Market primarily to customers, not to prospects. It costs one-sixth as much to sell something to a customer than to a prospect. Some experts now peg that fraction as one-tenth. Direct your marketing funds toward follow-up, surpassing customer expectations, gaining repeat business, earning referral business, and enlarging the size of your transactions. Your growth will pay off in profits even more impressive than the money you'll save by the inward, rather than outward, thrust in your marketing."
7- "Marketing is part science and part art — and the art part is very subjective. The artistic end of marketing is not limited to words and pictures; it involves timing and media selection and ad size."
8- "Unless you really keep track of all your media responses, you are not a guerrilla. If you run your ads and keep selecting media on blind faith, you are closer to a lemming. You've got to make your marketing as scientific as possible. This is one of those rare instances in which you can measure the effectiveness of your media scientifically. Avail yourself of it."
9- "As you know, guerrillas give things away. Giving and receiving are two sides of the same coin. The coin is called business. Guerrillas have learned. though they may have always suspected it in their bones, that the more they give, the more they receive. They are extremely imaginative about what they can give, shifting their generosity into high gear and seeing the world through the eyes of their customers. That's where to start when determining what to give away."
10- "You can delegate the marketing tasks, delegate the marketing details, and delegate the marketing assignments. But you can't delegate the passion or the vision. Those have to come from you."
11- "No matter what you think you do for a living, you're really in four businesses at once. The first is the business you think you're in — the one mentioned on your business card. The second is the marketing business. Whatever you offer must be marketed...The third business you're in is the service business. Customers must be served and helped from the moment you meet them...The fourth business you're in is the people business. Your products are made by people, marketed by people, sold by people, and offered to people. There's a close correlation between your interest in people and your ability to convince and motivate them."
12- "Whatever you think or thought service was, let me give you a new definition — a definition for guerrillas, a definition for a time when small businesses d all the help they can get and every possible competitive advantage. Service is anything the customer wants it to be. Service is not what it says in your service manual, not what you've rendered in the past, and not what customers dread it will be. Instead, it's what they pray it will be. If you can ive up to this definition of service, you'll be practicing one of the most powerful marketing tactics in history — and also one of the very newest."
1- "Marketing is every hit of contact your company has with anyone in the outside world. Every bit of contact. That means a lot of marketing opportunities. It does not mean investing a lot of money."
2- "Marketing is the art of getting people to change their minds or to maintain their mindsets if they re already inclined to do business with you. People must either switch brands or purchase a type of product or service that has never existed before."
3- "Guerrilla marketers do not rely on the brute force of an outsized marketing budget. Instead, they rely on the brute force of a vivid imagination. Today, they are different from traditional marketers in twenty ways. I used to compare guerrilla marketing with textbook marketing, but now that this book is a textbook in so many universities, I must compare it with traditional marketing."
4- "The Sixteen Monumental Secrets of Guerrilla Marketing: 1. You must have commitment to your marketing program. 2. Think of that program as an investment. 3. See to it that your program is consistent. 4. Make your prospects confident in your firm. 5. You must be patient in order to keep a commitment. 6. You must see that marketing is an assortment of weapons. 7. You must know that profits come subsequent to the sale. 8. You must aim to run your firm in a way that makes it convenient for your customers. 9. Put an element oi amazement in your marketing. 10. Use measurement to judge the effectiveness of your weapons. 10. Use measurement to judge the effectiveness of your weapons. 11. Prove your involvement with customers and prospects by your regular follow-up with them. 12. Learn to become dependent on other businesses and they on you. 13. You must be skilled with the armament of guerrillas, which means technology. 14. Use marketing to gain consent from prospects, and then broaden that consent so that it leads to the sale 15. Sell the content of your offering rather than the style; sell the steak and the sizzle, because people are too sophisticated to merely buy that sizzle. 16. After you have a full-fledged marketing program, work to augment it rather than rest on your laurels."
5- "Creativity comes from knowledge. You must have knowledge of your own product or service, your competition, your target audience, your marketing area, the economy, current events, and the trends of the time. With this knowledge, you'll have what it takes to develop a creative marketing program, and you'll produce creative marketing materials."
6- "Market primarily to customers, not to prospects. It costs one-sixth as much to sell something to a customer than to a prospect. Some experts now peg that fraction as one-tenth. Direct your marketing funds toward follow-up, surpassing customer expectations, gaining repeat business, earning referral business, and enlarging the size of your transactions. Your growth will pay off in profits even more impressive than the money you'll save by the inward, rather than outward, thrust in your marketing."
7- "Marketing is part science and part art — and the art part is very subjective. The artistic end of marketing is not limited to words and pictures; it involves timing and media selection and ad size."
8- "Unless you really keep track of all your media responses, you are not a guerrilla. If you run your ads and keep selecting media on blind faith, you are closer to a lemming. You've got to make your marketing as scientific as possible. This is one of those rare instances in which you can measure the effectiveness of your media scientifically. Avail yourself of it."
9- "As you know, guerrillas give things away. Giving and receiving are two sides of the same coin. The coin is called business. Guerrillas have learned. though they may have always suspected it in their bones, that the more they give, the more they receive. They are extremely imaginative about what they can give, shifting their generosity into high gear and seeing the world through the eyes of their customers. That's where to start when determining what to give away."
10- "You can delegate the marketing tasks, delegate the marketing details, and delegate the marketing assignments. But you can't delegate the passion or the vision. Those have to come from you."
11- "No matter what you think you do for a living, you're really in four businesses at once. The first is the business you think you're in — the one mentioned on your business card. The second is the marketing business. Whatever you offer must be marketed...The third business you're in is the service business. Customers must be served and helped from the moment you meet them...The fourth business you're in is the people business. Your products are made by people, marketed by people, sold by people, and offered to people. There's a close correlation between your interest in people and your ability to convince and motivate them."
12- "Whatever you think or thought service was, let me give you a new definition — a definition for guerrillas, a definition for a time when small businesses d all the help they can get and every possible competitive advantage. Service is anything the customer wants it to be. Service is not what it says in your service manual, not what you've rendered in the past, and not what customers dread it will be. Instead, it's what they pray it will be. If you can ive up to this definition of service, you'll be practicing one of the most powerful marketing tactics in history — and also one of the very newest."
September 9, 2021
In this book that launched the “guerrilla marketing” movement, Levinson describes inexpensive marketing methods for small businesses to enhance their word-of-mouth reputation. It covers 200 “weapons” of guerrilla marketing, including various forms of media, but also attitudes and behaviors. It’s more practical than purely inspirational. My favorite point was to use “fusion marketing”, combining marketing efforts with business partners who have the same prospects.
The sections on media include print, radio, TV, and the Web, but I mostly ignored old media since I don’t market via old media. This edition was published in 2007, so much of the tech-specific advice is outdated, but the principles remain true.
I read this book because it was recommended by a local web developer, and I had seen it referenced in business magazines like Entrepreneur and Inc. I didn't learn as much as I had expected based on its reputation, but that's probably because I've read several other marketing books that featured guerrilla marketing tactics.
Marketing
• Devote more than half of your marketing time to existing customers.
Profits are the main numbers to pay attention to regarding marketing; not sales, responses, hits, traffic, etc.
• 67% of lost business is due to failure to follow up after a sale.
• Visual points are 78% more effective than aural points.
• Practice “you” marketing: make every word about the customer (or website visitor).
• It takes more than 2 months, and probably 6, to tell if a marketing plan works.
• Frequency is better than reach. It’s better to get your message to a few people more often than many people less often.
• Familiarity breeds confidence, which leads to sales.
• Information is what separates customers from success. Provide that information via seminars, articles, newsletters, etc. Aim for 75% useful info and 25% sales pitch (at the end).
Sales
• The best time to close is when you’re with the customer; you lose control after you leave.
• A sales conversation is an opportunity to educate your prospect on how you can help them succeed.
• If a prospect won’t close, ask, “why not?” then address the objections.
• Toss in something free after a customer purchases to show your generosity and delight them.
• Value is the difference between anticipated price and asked price. Raise the anticipated price with your reputation, presentation, and marketing.
The sections on media include print, radio, TV, and the Web, but I mostly ignored old media since I don’t market via old media. This edition was published in 2007, so much of the tech-specific advice is outdated, but the principles remain true.
I read this book because it was recommended by a local web developer, and I had seen it referenced in business magazines like Entrepreneur and Inc. I didn't learn as much as I had expected based on its reputation, but that's probably because I've read several other marketing books that featured guerrilla marketing tactics.
Marketing
• Devote more than half of your marketing time to existing customers.
Profits are the main numbers to pay attention to regarding marketing; not sales, responses, hits, traffic, etc.
• 67% of lost business is due to failure to follow up after a sale.
• Visual points are 78% more effective than aural points.
• Practice “you” marketing: make every word about the customer (or website visitor).
• It takes more than 2 months, and probably 6, to tell if a marketing plan works.
• Frequency is better than reach. It’s better to get your message to a few people more often than many people less often.
• Familiarity breeds confidence, which leads to sales.
• Information is what separates customers from success. Provide that information via seminars, articles, newsletters, etc. Aim for 75% useful info and 25% sales pitch (at the end).
Sales
• The best time to close is when you’re with the customer; you lose control after you leave.
• A sales conversation is an opportunity to educate your prospect on how you can help them succeed.
• If a prospect won’t close, ask, “why not?” then address the objections.
• Toss in something free after a customer purchases to show your generosity and delight them.
• Value is the difference between anticipated price and asked price. Raise the anticipated price with your reputation, presentation, and marketing.
not-going-to-finish
January 26, 2016Might be a good book. Good ideas and quotes but the author is bombastic and obnoxious. It turned me off from the positive things he had to say. Might finish someday. Probably not.
February 20, 2008
The good: lots of inspiration for lots of different ways to market a product or service. Up to the minute advice on blogs, podcasts, search engine optimization, etc. It is worth reading, at least skimming and bookmarking the areas that you want to include in your marketing.
The bad: repetitive, too long, too many bombastic claims of untold wealth if you just follow this simple tautology.
The ugly: apparently you need to buy the other 5,387 books in the series... makes the point on cross-selling existing customers by cross-selling the reader to distraction.
The bad: repetitive, too long, too many bombastic claims of untold wealth if you just follow this simple tautology.
The ugly: apparently you need to buy the other 5,387 books in the series... makes the point on cross-selling existing customers by cross-selling the reader to distraction.
August 14, 2019
رویکردی نوین به بازاریابی و ابزارهای به روز آن
January 9, 2018
This was good to get the small business entrepreneur to think outside the box. Don't know how relevant it would be today with the internet.
June 22, 2016
Ehhhh. Serious waste of time unless you're totally new to marketing or just need a lot of simple ideas you could get from an equally informative and much shorter blog post or YouTube video.
This book has some good strategies, but is basically just a verbose collection of ideas without much on execution. You could skim the chapter titles and figure it out just as well as reading any of this book... Some what, 0% how. For example, in the chapter about seminars, there is a discussion of what a seminar is (duh), how to judge profits (subtract cost from revenue, duh), and loose costs for renting rooms. What to say, what to capitalize on, how to structure it, etc. are not included. The importance of body language is, but not anything about how to read or use body language. And most things that you'd like to be covered are supposedly in other volumes the author shamelessly plugs throughout as resources for digging deeper: "For the health of your wallet and not for my ego get this book I coauthored" (paraphrase, but in the canvassing chapter...). You'd think this book would have a section on how to sell, but it doesn't: you have to read the Guerilla Guide to Marketing. Though it covers other areas, the book reads like a free webinar about SEO from a company that has a push button marketing solution. Here's an idea, execute it without thinking or planning ... profits. (The marketing planning section is a joke!) The book would be much better if the author edited this book to a reasonable size and then added the actually valuable information from his other books.
This book has some good strategies, but is basically just a verbose collection of ideas without much on execution. You could skim the chapter titles and figure it out just as well as reading any of this book... Some what, 0% how. For example, in the chapter about seminars, there is a discussion of what a seminar is (duh), how to judge profits (subtract cost from revenue, duh), and loose costs for renting rooms. What to say, what to capitalize on, how to structure it, etc. are not included. The importance of body language is, but not anything about how to read or use body language. And most things that you'd like to be covered are supposedly in other volumes the author shamelessly plugs throughout as resources for digging deeper: "For the health of your wallet and not for my ego get this book I coauthored" (paraphrase, but in the canvassing chapter...). You'd think this book would have a section on how to sell, but it doesn't: you have to read the Guerilla Guide to Marketing. Though it covers other areas, the book reads like a free webinar about SEO from a company that has a push button marketing solution. Here's an idea, execute it without thinking or planning ... profits. (The marketing planning section is a joke!) The book would be much better if the author edited this book to a reasonable size and then added the actually valuable information from his other books.
June 4, 2009
I only made it through the first 7 chapters or so before I had to return it to the library, and since I'm not yet starting up a business, I decided not to finish it right now. However, the first 7 chapters seemed to really make sense, and it was a fairly engaging read, not dry. I think this book is an excellent choice for people starting their own business and anyone who owns a small business and is looking for some good marketing advice. I definitely plan on picking it up again, someday, when I finally start a business of my own!
December 22, 2011
I have to be honest, I learned almost everything really important in the first 50 pages:
Marketing is a commitment, a war, a long slog. If you can't commit to a campaign for at least 12 months don't even bother. You need to get at least 10 impressions before someone will *think* about buying from you.
That was the key to me.
Beyond that, there is an exhaustive list of various different kinds of media and mediums that one can use, and it is certainly helpful, but not revolutionary. The first 50 pages, though? Critically important.
Marketing is a commitment, a war, a long slog. If you can't commit to a campaign for at least 12 months don't even bother. You need to get at least 10 impressions before someone will *think* about buying from you.
That was the key to me.
Beyond that, there is an exhaustive list of various different kinds of media and mediums that one can use, and it is certainly helpful, but not revolutionary. The first 50 pages, though? Critically important.
April 1, 2017
Great for beginners
June 19, 2018
This book is most interesting in the world
March 27, 2008
If small business owners could read no other book, I would love to have them study Jay Conrad Levinson’s Guerrilla Marketing: Secrets for Making Big Profits From your Small Business. Originally published in the early 1980s, Guerrilla Marketing is a must-read for entrepreneurs searching for inexpensive yet effective marketing strategies. Revised again (and again, depending on which volume you select), the book offers not only simple suggestions for making the most of the smallest things but also fantastic marketing advice on everything from developing a plan to waiting patiently for your strategy to succeed.
Levinson’s usual mantra states that customer service is king. However, the 1993 version of Guerrilla Marketing focuses on bringing more customers in, rather than maintaining the current customer base. He provides numerous weapons for widening the customer base, giving ample detail on how each one should be worked. The 1993 volume obviously neglects the Internet (and a view of the 1998 rewrite online similarly neglects the subject), but otherwise the real-word tips are hands-on helpful.
Levinson splits the book into five sections. The first one focuses on ‘the guerrilla marketing approach’. This helpful, encouraging set of chapters describe marketing secrets, marketing plans, and my all-time favorite chapter, ‘Secrets of Saving Marketing Money’. Section two focuses on mini-media marketing, reviewing everything from personal letters to telephone marketing to classified ads. I found the last especially helpful, as trying to place an ad in a major metro paper such as the Atlanta Journal-Constitution can be daunting at best. He then moves on to section three, maxi-media marketing, and reviews newspapers, magazines, radio, and direct mail. A chapter on television advertising focuses on maximizing profits for the small business owner (with suggestions such as ‘film several commercials at the same time to cut costs’), and describes how cable and localized advertising makes the price tag for television more affordable for small business owners. The fourth section describes non-media marketing; free seminars and demonstrations, trade shows, public relations, and miscellaneous marketing tools (such as newsletters). Finally, he closes the book with a section on launching your guerrilla marketing attack.
The tips and suggestions within these pages have been implemented by successful small business owners for nearly twenty years. Implementing both humor and realistic examples, Jay Conrad Levinson has written a must-read for the small business owner involved in marketing (that should be all of them).
Levinson’s usual mantra states that customer service is king. However, the 1993 version of Guerrilla Marketing focuses on bringing more customers in, rather than maintaining the current customer base. He provides numerous weapons for widening the customer base, giving ample detail on how each one should be worked. The 1993 volume obviously neglects the Internet (and a view of the 1998 rewrite online similarly neglects the subject), but otherwise the real-word tips are hands-on helpful.
Levinson splits the book into five sections. The first one focuses on ‘the guerrilla marketing approach’. This helpful, encouraging set of chapters describe marketing secrets, marketing plans, and my all-time favorite chapter, ‘Secrets of Saving Marketing Money’. Section two focuses on mini-media marketing, reviewing everything from personal letters to telephone marketing to classified ads. I found the last especially helpful, as trying to place an ad in a major metro paper such as the Atlanta Journal-Constitution can be daunting at best. He then moves on to section three, maxi-media marketing, and reviews newspapers, magazines, radio, and direct mail. A chapter on television advertising focuses on maximizing profits for the small business owner (with suggestions such as ‘film several commercials at the same time to cut costs’), and describes how cable and localized advertising makes the price tag for television more affordable for small business owners. The fourth section describes non-media marketing; free seminars and demonstrations, trade shows, public relations, and miscellaneous marketing tools (such as newsletters). Finally, he closes the book with a section on launching your guerrilla marketing attack.
The tips and suggestions within these pages have been implemented by successful small business owners for nearly twenty years. Implementing both humor and realistic examples, Jay Conrad Levinson has written a must-read for the small business owner involved in marketing (that should be all of them).
November 23, 2025
(The English review is placed beneath the Russian one)
Эта книга появляется почти в каждом списке рекомендованной литературе по маркетингу, при том, что ничего нового читатель не найдёт в книге т.к. всё сводится либо к базовым вещам из мира маркетинга, о чём можно прочитать в любом современном университетском учебнике по маркетингу либо к здравому смыслу (простой сообразительности). С этой точки зрения книга напоминает большой блог, в котором даётся облегчённая информация по основам маркетинга. Да, если читатель до этой книги не был знаком с основами маркетинга, то в таком случаи книга его может впечатлить, но для всех остальных книга станет обычном пересказом основ маркетинга. Давайте пройдёмся по нескольким идеям, что предлагает автор.
She measured the effectiveness of all her marketing, asking people where they first heard of her. In this way, she was able to eliminate the weapons and newspapers that weren't pulling their weight, and she doubled those that gave her the biggest bang for her bucks.
<…>
Begin the process of selecting marketing methods by identifying your target audience. Just as it's better to know something about your spouse than everything about marriage, the better you understand your prospects, the easier it will be to attain accuracy with your marketing plans.
<…>
Don't forget: Consistency is one of the most important factors in marketing. You can achieve that consistency with small ads as well as large ones. The size of your ad does not produce the consumer confidence that consistency does—a truth that will save you impressive sums.
<…>
Therefore, when running print ads, especially newspaper ads, it is usually silly to save money on production by having the newspaper or other medium design your ads. Instead, hire a professional to do this.
<…>
Before you commit yourself to a campaign, experiment and test. Test your idea in a mailing, a chat room, a Web site survey, an inexpensive newspaper. Run the same ad in five local papers to see which paper evokes the greatest response; then run five different ads in that paper to see which is most successful. Pray that you don't get a five-way tie! Mail the same e-mail to five different lists and see which is most receptive to your offer. Then send five kinds of e-mail letters to your winning list to learn which one generates the greatest response for you.
Как видим, всё это является базовой информацией, которую можно найти в любом учебнике по маркетингу. Единственное различие состоит в том, что советы, что даёт автор, ориентированы на средний и малый бизнес, т.е. книга показывает, как классический маркетинг по Котлеру может быть реализован в малом и среднем бизнесе. Однако те читатели, кто читал знаменитую книгу Котлера «Маркетинг Менеджмент» понимают это и без этой книги. Единственный момент, где автор предложил действительно что-то не такое базовое, это проблема вампиризма в рекламе, о чём учебники по маркетингу действительно не пишут или пишут крайне редко.
Guerrillas are also very careful to avoid vampire marketing, which sucks attention away from their primary message. Viewers remember the special effects but not the advertiser. It's the funny joke that people recall as they forget who paid to tell it.
В остальном же книга не плохая скорее в качестве некого варианта блога либо как популярная литература по маркетингу для читателей, которые ничего о маркетинге до этой книги не знали. Профессионалам эта книга вряд ли пригодится.
This book appears on almost every list of recommended marketing literature, even though readers will find nothing new in it, as it boils down to either basic marketing concepts, which can be found in any modern university marketing textbook, or common sense. From this point of view, the book resembles a large blog that provides simplified information on the basics of marketing. Yes, if the reader was not familiar with the basics of marketing before reading this book, then in this case, the book may impress them, but for everyone else, the book will be a routine retelling of the basics of marketing. Let's go through a few ideas that the author suggests.
She measured the effectiveness of all her marketing, asking people where they first heard of her. In this way, she was able to eliminate the weapons and newspapers that weren't pulling their weight, and she doubled those that gave her the biggest bang for her bucks.
<…>
Begin the process of selecting marketing methods by identifying your target audience. Just as it's better to know something about your spouse than everything about marriage, the better you understand your prospects, the easier it will be to attain accuracy with your marketing plans.
<…>
Don't forget: Consistency is one of the most important factors in marketing. You can achieve that consistency with small ads as well as large ones. The size of your ad does not produce the consumer confidence that consistency does—a truth that will save you impressive sums.
<…>
Therefore, when running print ads, especially newspaper ads, it is usually silly to save money on production by having the newspaper or other medium design your ads. Instead, hire a professional to do this.
<…>
Before you commit yourself to a campaign, experiment and test. Test your idea in a mailing, a chat room, a Web site survey, an inexpensive newspaper. Run the same ad in five local papers to see which paper evokes the greatest response; then run five different ads in that paper to see which is most successful. Pray that you don't get a five-way tie! Mail the same e-mail to five different lists and see which is most receptive to your offer. Then send five kinds of e-mail letters to your winning list to learn which one generates the greatest response for you.
As we can see, all of this is basic information that can be found in any marketing textbook. The only difference is that the advice given by the author is aimed at small and medium-sized businesses, i.e., the book shows how Kotler's classic marketing can be implemented in small and medium-sized businesses. However, readers who have read Kotler's famous book Marketing Management understand this without this book. The only point where the author offered something truly non-basic is the problem of vampirism in advertising, which marketing textbooks do not really write about or write about extremely rarely.
Guerrillas are also very careful to avoid vampire marketing, which sucks attention away from their primary message. Viewers remember the special effects but not the advertiser. It's the funny joke that people recall as they forget who paid to tell it.
Otherwise, the book is not bad, more like a kind of blog or popular marketing literature for readers who know nothing about marketing before reading it. This book is unlikely to be useful to professionals.
Эта книга появляется почти в каждом списке рекомендованной литературе по маркетингу, при том, что ничего нового читатель не найдёт в книге т.к. всё сводится либо к базовым вещам из мира маркетинга, о чём можно прочитать в любом современном университетском учебнике по маркетингу либо к здравому смыслу (простой сообразительности). С этой точки зрения книга напоминает большой блог, в котором даётся облегчённая информация по основам маркетинга. Да, если читатель до этой книги не был знаком с основами маркетинга, то в таком случаи книга его может впечатлить, но для всех остальных книга станет обычном пересказом основ маркетинга. Давайте пройдёмся по нескольким идеям, что предлагает автор.
She measured the effectiveness of all her marketing, asking people where they first heard of her. In this way, she was able to eliminate the weapons and newspapers that weren't pulling their weight, and she doubled those that gave her the biggest bang for her bucks.
<…>
Begin the process of selecting marketing methods by identifying your target audience. Just as it's better to know something about your spouse than everything about marriage, the better you understand your prospects, the easier it will be to attain accuracy with your marketing plans.
<…>
Don't forget: Consistency is one of the most important factors in marketing. You can achieve that consistency with small ads as well as large ones. The size of your ad does not produce the consumer confidence that consistency does—a truth that will save you impressive sums.
<…>
Therefore, when running print ads, especially newspaper ads, it is usually silly to save money on production by having the newspaper or other medium design your ads. Instead, hire a professional to do this.
<…>
Before you commit yourself to a campaign, experiment and test. Test your idea in a mailing, a chat room, a Web site survey, an inexpensive newspaper. Run the same ad in five local papers to see which paper evokes the greatest response; then run five different ads in that paper to see which is most successful. Pray that you don't get a five-way tie! Mail the same e-mail to five different lists and see which is most receptive to your offer. Then send five kinds of e-mail letters to your winning list to learn which one generates the greatest response for you.
Как видим, всё это является базовой информацией, которую можно найти в любом учебнике по маркетингу. Единственное различие состоит в том, что советы, что даёт автор, ориентированы на средний и малый бизнес, т.е. книга показывает, как классический маркетинг по Котлеру может быть реализован в малом и среднем бизнесе. Однако те читатели, кто читал знаменитую книгу Котлера «Маркетинг Менеджмент» понимают это и без этой книги. Единственный момент, где автор предложил действительно что-то не такое базовое, это проблема вампиризма в рекламе, о чём учебники по маркетингу действительно не пишут или пишут крайне редко.
Guerrillas are also very careful to avoid vampire marketing, which sucks attention away from their primary message. Viewers remember the special effects but not the advertiser. It's the funny joke that people recall as they forget who paid to tell it.
В остальном же книга не плохая скорее в качестве некого варианта блога либо как популярная литература по маркетингу для читателей, которые ничего о маркетинге до этой книги не знали. Профессионалам эта книга вряд ли пригодится.
This book appears on almost every list of recommended marketing literature, even though readers will find nothing new in it, as it boils down to either basic marketing concepts, which can be found in any modern university marketing textbook, or common sense. From this point of view, the book resembles a large blog that provides simplified information on the basics of marketing. Yes, if the reader was not familiar with the basics of marketing before reading this book, then in this case, the book may impress them, but for everyone else, the book will be a routine retelling of the basics of marketing. Let's go through a few ideas that the author suggests.
She measured the effectiveness of all her marketing, asking people where they first heard of her. In this way, she was able to eliminate the weapons and newspapers that weren't pulling their weight, and she doubled those that gave her the biggest bang for her bucks.
<…>
Begin the process of selecting marketing methods by identifying your target audience. Just as it's better to know something about your spouse than everything about marriage, the better you understand your prospects, the easier it will be to attain accuracy with your marketing plans.
<…>
Don't forget: Consistency is one of the most important factors in marketing. You can achieve that consistency with small ads as well as large ones. The size of your ad does not produce the consumer confidence that consistency does—a truth that will save you impressive sums.
<…>
Therefore, when running print ads, especially newspaper ads, it is usually silly to save money on production by having the newspaper or other medium design your ads. Instead, hire a professional to do this.
<…>
Before you commit yourself to a campaign, experiment and test. Test your idea in a mailing, a chat room, a Web site survey, an inexpensive newspaper. Run the same ad in five local papers to see which paper evokes the greatest response; then run five different ads in that paper to see which is most successful. Pray that you don't get a five-way tie! Mail the same e-mail to five different lists and see which is most receptive to your offer. Then send five kinds of e-mail letters to your winning list to learn which one generates the greatest response for you.
As we can see, all of this is basic information that can be found in any marketing textbook. The only difference is that the advice given by the author is aimed at small and medium-sized businesses, i.e., the book shows how Kotler's classic marketing can be implemented in small and medium-sized businesses. However, readers who have read Kotler's famous book Marketing Management understand this without this book. The only point where the author offered something truly non-basic is the problem of vampirism in advertising, which marketing textbooks do not really write about or write about extremely rarely.
Guerrillas are also very careful to avoid vampire marketing, which sucks attention away from their primary message. Viewers remember the special effects but not the advertiser. It's the funny joke that people recall as they forget who paid to tell it.
Otherwise, the book is not bad, more like a kind of blog or popular marketing literature for readers who know nothing about marketing before reading it. This book is unlikely to be useful to professionals.
January 7, 2013
Когато говорим за герила, говорим за Левинсън – и мисля, че той, като баща на партизанската идея, може най-добре да обясни какво представлява тя. Книгата е полезна както за студенти, които тепърва навлизат в света на маркетинга, така и за специалисти с опит, които вероятно ще открият, че въобще не са били наясно какво всъщност е герила.
Доста от нещата, които Левинсън казва, вече сме ги чували – но от разстоянието на времето, когато guerilla се ражда идеите със сигурност са изглеждали новаторски. Съществува широко разпространено твърдение, че партизанският маркетинг е насочен само към това да се промотира с малко (или въобще без) инвестиции. Това не е вярно – Левинсън свободно говори и за бюджетогълтащи активности като TV и печатна реклама. Той обаче учи как да ценим маркетинговия бюджет и да го караме да работи за нас в най-пълна степен – това значи да се възползваме от намаления, да търсим бартери и да създаваме партньорства.
Вижте цялото ревю в блога ми.
Доста от нещата, които Левинсън казва, вече сме ги чували – но от разстоянието на времето, когато guerilla се ражда идеите със сигурност са изглеждали новаторски. Съществува широко разпространено твърдение, че партизанският маркетинг е насочен само към това да се промотира с малко (или въобще без) инвестиции. Това не е вярно – Левинсън свободно говори и за бюджетогълтащи активности като TV и печатна реклама. Той обаче учи как да ценим маркетинговия бюджет и да го караме да работи за нас в най-пълна степен – това значи да се възползваме от намаления, да търсим бартери и да създаваме партньорства.
Вижте цялото ревю в блога ми.
December 15, 2023
Doan the thao Bac Trieu Tien | LuongsonTV
Việc khởi đầu hoạt động thể thao của đoàn thể thao Bắc Triều Tiên tại Đại hội Thể thao châu Á tại Hangzhou trước lễ mở đầu 4 ngày mô tả sự vững chắc và sẵn sàng của những đội tham gia. Cuộc đấu bóng đá nam giữa Bắc Triều Tiên và Đài Loan là một sự kiện quan yếu, sở hữu tính biểu trưng, sở hữu thể giúp mở màn cho sự hòa giải và giao lưu thể thao trong khu vực. Lương Sơn TV tin rằng điều này mang thể tượng trưng cho sự đoàn kết và hòa bình trong thể thao châu Á và trên thế giới.
Bắc Triều Tiên đóng cửa, cô lập sở hữu những nước khác
Sự không tham gia của đoàn thể thao Bắc Triều Tiên tại giải đấu cử tạ tại Cuba vào tháng 6 mang thể cho thấy việc đoàn thể thao Bắc Triều Tiên vẫn đang vướng mắc trong việc tham gia những sự kiện thể thao quốc tế. Các vận cổ vũ sở hữu thể gặp khó khăn trong việc di chuyển ra nước ngoài do những hạn chế biên giới và dịch bệnh, hoặc có thể sở hữu các lý do khác mà họ chẳng thể tham gia. Điều này cho thấy sự cô lập và cạnh tranh mà đoàn thể thao Bắc Triều Tiên đang phải đối mặt trong việc tham gia vào cộng đồng thể thao quốc tế.
Sự đóng cửa biên cương chặt chẽ của Bắc Triều Tiên bắt đầu từ đầu năm 2020 là một giải pháp mà họ đã thực hành để ngăn ngừa sự lây lan của dịch COVID-19 trong khoảng những nước phụ cận. Điều này đã dẫn đến sự cô lập của Bắc Triều Tiên trong phổ biến ngành nghề, bao gồm cả thể thao. Họ đã bỏ lỡ Thế vận hội Tokyo năm 2021, 1 sự kiện thể thao quan trọng trên trường quốc tế, do dịch COVID-19 và việc hoãn lại Thế vận hội. Sự vắng mặt tại những sự kiện thể thao quan yếu này đã khiến giảm thời cơ cho đoàn thể thao Bắc Triều Tiên tham dự và biểu đạt nhân kiệt của họ trên sân chơi quốc tế.
Xem thêm bài viết: Thách thức và quang vinh đang chờ đợi Trung Quốc tại Asian Games 2023 2023
Sau sự vắng mặt tại Thế vận hội Tokyo năm 2021, đoàn thể thao Bắc Triều Tiên đã đối mặt mang 1 hình phạt nguy hiểm trong khoảng phía Ủy ban Olympic Quốc tế (IOC). Họ đã bị cấm tham dự Thế vận hội mùa đông 2022 tại Bắc Kinh do ko tham dự Thế vận hội Tokyo. Đây là 1 giải pháp trừng trị nghiêm khắc đối có Bắc Triều Tiên trong khoảng phía IOC, đặc thù lúc Thế vận hội là 1 sự kiện thể thao quốc tế quan yếu và được xem là cơ hội để biểu thị nhân kiệt thể thao của những vận cổ vũ trên trường quốc tế. Sự cấm tham gia này đã gây ra sự nuối tiếc và tránh đáng kể đối mang thời cơ của đoàn thể thao Bắc Triều Tiên tham gia các sự kiện thể thao quốc tế.
Sự quay trở lại của đoàn thể thao Bắc Triều Tiên
tín hiệu về việc nới lỏng tránh biên giới của Bắc Triều Tiên là 1 vững mạnh quan yếu trong ngành thể thao và giao lưu quốc tế. Việc cho phép một đội tae kwon do của họ tham gia cuộc thi ở Kazakhstan cho thấy 1 sự linh hoạt và sự mở cửa nhất định từ phía chính quyền Bắc Triều Tiên. Điều này sở hữu thể cho thấy họ sở hữu ý định tăng cường mối quan hệ thể thao quốc tế và tham gia vào các sự kiện thể thao quốc tế hơn trong tương lai.
Việc đoàn thể thao Bắc Triều Tiên tham dự vào môn bóng đá nam tại Đại hội Thể thao châu Á tại Hangzhou, Trung Quốc, sở hữu thể được coi là một bước tiến hăng hái trong việc kết thúc sự cô lập thể thao kéo dài đa dạng năm của họ. Trước đây, Bắc Triều Tiên đã đóng cửa biên giới chặt chẽ hơn từ đầu năm 2020 sau khi dịch COVID-19 bùng phát, và họ đã bỏ lỡ đa dạng sự kiện thể thao quan trọng, bao gồm Thế vận hội Tokyo và phổ quát cuộc thi quốc tế khác. Việc tham dự vào sự kiện thể thao lớn như Đại hội Thể thao châu Á mang thể cho thấy sự lỏng lẻo trong chính sách biên thuỳ của họ và mong muốn tái hợp hơn sở hữu cùng đồng quốc tế chuẩn y thể thao.
Việc lãnh đạo Bắc Triều Tiên, Kim Jong Un, được biết tới là 1 ý trung nhân thể thao sở hữu thể là một trong những lý do xúc tiến quyết định tham gia Đại hội Thể thao châu Á. Ông có thể thấy rằng thể thao mang vai trò quan trọng trong việc diễn đạt tình hữu nghị và hiệp tác quốc tế. Cùng lúc, Trung Quốc, quốc gia chủ nhà của sự kiện, đã lâu đời là đồng minh truyền thống của Bắc Triều Tiên và đóng vai trò quan trọng trong việc phân phối hỗ trợ kinh tế cho Bắc Triều Tiên. Việc tham gia vào Đại hội Thể thao châu Á với thể được xem là một cơ hội để gia nâng cao mối quan hệ và hợp tác giữa hai đất nước này duyệt ngành thể thao.
Đoàn thể thao Bắc Triều Tiên đã từng miêu tả sự ưu việt trong môn cử tạ tại Đại hội Thể thao châu Á Jakarta 2018 sở hữu việc giành tám Huy chương Vàng. Việc tham dự môn thể thao này tại Đại hội Thể thao châu Á 2022 với thể được xem là một thời cơ để họ tiếp tục thành công trong môn này và nắm bắt thời cơ để bộc lộ sức mạnh của họ trong lĩnh vực thể thao quốc tế. Điều này cũng có thể mô tả sự tâm huyết của đoàn thể thao Bắc Triều Tiên trong việc xúc tiến thể thao và văn hóa thể thao tại sự kiện quốc tế này.
Đoàn thể thao Bắc Triều Tiên đã gặp trắc trở trong môn cử tạ do vi phạm những quy tắc về doping. Điều này làm cho họ bị trừng phạt bởi Ủy ban điều hành Môn cử tạ toàn cầu. Việc này cho thấy sự nghiêm chỉnh của cấp quốc tế trong việc kiểm soát việc tiêu dùng doping trong thể thao. Mặc dù Bắc Triều Tiên có tiềm năng thành công trong môn cử tạ, nhưng họ cần tuân thủ nghiêm ngặt những quy định và lệ luật để giảm thiểu bị trừng trị và duy trì tiếng tăm của họ trong thể thao quốc tế.
Tổng kết
Đoàn thể thao Bắc Triều Tiên tham dự Đại hội Thể thao châu Á 2022 với thể được coi là một bước tiến hăng hái trong việc mở cửa biên cương và tái tham gia cộng đồng thể thao quốc tế sau phổ quát năm cô lập do dịch COVID-19 và những vấn đề khác. Sự hiện diện của họ tại sự kiện này với thể tạo cơ hội cho giao lưu thể thao và hợp tác quốc tế trong tương lai và đánh dấu sự tái kết nối của họ sở hữu các quốc gia tham gia Đại hội Thể thao châu Á.
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Việc khởi đầu hoạt động thể thao của đoàn thể thao Bắc Triều Tiên tại Đại hội Thể thao châu Á tại Hangzhou trước lễ mở đầu 4 ngày mô tả sự vững chắc và sẵn sàng của những đội tham gia. Cuộc đấu bóng đá nam giữa Bắc Triều Tiên và Đài Loan là một sự kiện quan yếu, sở hữu tính biểu trưng, sở hữu thể giúp mở màn cho sự hòa giải và giao lưu thể thao trong khu vực. Lương Sơn TV tin rằng điều này mang thể tượng trưng cho sự đoàn kết và hòa bình trong thể thao châu Á và trên thế giới.
Bắc Triều Tiên đóng cửa, cô lập sở hữu những nước khác
Sự không tham gia của đoàn thể thao Bắc Triều Tiên tại giải đấu cử tạ tại Cuba vào tháng 6 mang thể cho thấy việc đoàn thể thao Bắc Triều Tiên vẫn đang vướng mắc trong việc tham gia những sự kiện thể thao quốc tế. Các vận cổ vũ sở hữu thể gặp khó khăn trong việc di chuyển ra nước ngoài do những hạn chế biên giới và dịch bệnh, hoặc có thể sở hữu các lý do khác mà họ chẳng thể tham gia. Điều này cho thấy sự cô lập và cạnh tranh mà đoàn thể thao Bắc Triều Tiên đang phải đối mặt trong việc tham gia vào cộng đồng thể thao quốc tế.
Sự đóng cửa biên cương chặt chẽ của Bắc Triều Tiên bắt đầu từ đầu năm 2020 là một giải pháp mà họ đã thực hành để ngăn ngừa sự lây lan của dịch COVID-19 trong khoảng những nước phụ cận. Điều này đã dẫn đến sự cô lập của Bắc Triều Tiên trong phổ biến ngành nghề, bao gồm cả thể thao. Họ đã bỏ lỡ Thế vận hội Tokyo năm 2021, 1 sự kiện thể thao quan trọng trên trường quốc tế, do dịch COVID-19 và việc hoãn lại Thế vận hội. Sự vắng mặt tại những sự kiện thể thao quan yếu này đã khiến giảm thời cơ cho đoàn thể thao Bắc Triều Tiên tham dự và biểu đạt nhân kiệt của họ trên sân chơi quốc tế.
Xem thêm bài viết: Thách thức và quang vinh đang chờ đợi Trung Quốc tại Asian Games 2023 2023
Sau sự vắng mặt tại Thế vận hội Tokyo năm 2021, đoàn thể thao Bắc Triều Tiên đã đối mặt mang 1 hình phạt nguy hiểm trong khoảng phía Ủy ban Olympic Quốc tế (IOC). Họ đã bị cấm tham dự Thế vận hội mùa đông 2022 tại Bắc Kinh do ko tham dự Thế vận hội Tokyo. Đây là 1 giải pháp trừng trị nghiêm khắc đối có Bắc Triều Tiên trong khoảng phía IOC, đặc thù lúc Thế vận hội là 1 sự kiện thể thao quốc tế quan yếu và được xem là cơ hội để biểu thị nhân kiệt thể thao của những vận cổ vũ trên trường quốc tế. Sự cấm tham gia này đã gây ra sự nuối tiếc và tránh đáng kể đối mang thời cơ của đoàn thể thao Bắc Triều Tiên tham gia các sự kiện thể thao quốc tế.
Sự quay trở lại của đoàn thể thao Bắc Triều Tiên
tín hiệu về việc nới lỏng tránh biên giới của Bắc Triều Tiên là 1 vững mạnh quan yếu trong ngành thể thao và giao lưu quốc tế. Việc cho phép một đội tae kwon do của họ tham gia cuộc thi ở Kazakhstan cho thấy 1 sự linh hoạt và sự mở cửa nhất định từ phía chính quyền Bắc Triều Tiên. Điều này sở hữu thể cho thấy họ sở hữu ý định tăng cường mối quan hệ thể thao quốc tế và tham gia vào các sự kiện thể thao quốc tế hơn trong tương lai.
Việc đoàn thể thao Bắc Triều Tiên tham dự vào môn bóng đá nam tại Đại hội Thể thao châu Á tại Hangzhou, Trung Quốc, sở hữu thể được coi là một bước tiến hăng hái trong việc kết thúc sự cô lập thể thao kéo dài đa dạng năm của họ. Trước đây, Bắc Triều Tiên đã đóng cửa biên giới chặt chẽ hơn từ đầu năm 2020 sau khi dịch COVID-19 bùng phát, và họ đã bỏ lỡ đa dạng sự kiện thể thao quan trọng, bao gồm Thế vận hội Tokyo và phổ quát cuộc thi quốc tế khác. Việc tham dự vào sự kiện thể thao lớn như Đại hội Thể thao châu Á mang thể cho thấy sự lỏng lẻo trong chính sách biên thuỳ của họ và mong muốn tái hợp hơn sở hữu cùng đồng quốc tế chuẩn y thể thao.
Việc lãnh đạo Bắc Triều Tiên, Kim Jong Un, được biết tới là 1 ý trung nhân thể thao sở hữu thể là một trong những lý do xúc tiến quyết định tham gia Đại hội Thể thao châu Á. Ông có thể thấy rằng thể thao mang vai trò quan trọng trong việc diễn đạt tình hữu nghị và hiệp tác quốc tế. Cùng lúc, Trung Quốc, quốc gia chủ nhà của sự kiện, đã lâu đời là đồng minh truyền thống của Bắc Triều Tiên và đóng vai trò quan trọng trong việc phân phối hỗ trợ kinh tế cho Bắc Triều Tiên. Việc tham gia vào Đại hội Thể thao châu Á với thể được xem là một cơ hội để gia nâng cao mối quan hệ và hợp tác giữa hai đất nước này duyệt ngành thể thao.
Đoàn thể thao Bắc Triều Tiên đã từng miêu tả sự ưu việt trong môn cử tạ tại Đại hội Thể thao châu Á Jakarta 2018 sở hữu việc giành tám Huy chương Vàng. Việc tham dự môn thể thao này tại Đại hội Thể thao châu Á 2022 với thể được xem là một thời cơ để họ tiếp tục thành công trong môn này và nắm bắt thời cơ để bộc lộ sức mạnh của họ trong lĩnh vực thể thao quốc tế. Điều này cũng có thể mô tả sự tâm huyết của đoàn thể thao Bắc Triều Tiên trong việc xúc tiến thể thao và văn hóa thể thao tại sự kiện quốc tế này.
Đoàn thể thao Bắc Triều Tiên đã gặp trắc trở trong môn cử tạ do vi phạm những quy tắc về doping. Điều này làm cho họ bị trừng phạt bởi Ủy ban điều hành Môn cử tạ toàn cầu. Việc này cho thấy sự nghiêm chỉnh của cấp quốc tế trong việc kiểm soát việc tiêu dùng doping trong thể thao. Mặc dù Bắc Triều Tiên có tiềm năng thành công trong môn cử tạ, nhưng họ cần tuân thủ nghiêm ngặt những quy định và lệ luật để giảm thiểu bị trừng trị và duy trì tiếng tăm của họ trong thể thao quốc tế.
Tổng kết
Đoàn thể thao Bắc Triều Tiên tham dự Đại hội Thể thao châu Á 2022 với thể được coi là một bước tiến hăng hái trong việc mở cửa biên cương và tái tham gia cộng đồng thể thao quốc tế sau phổ quát năm cô lập do dịch COVID-19 và những vấn đề khác. Sự hiện diện của họ tại sự kiện này với thể tạo cơ hội cho giao lưu thể thao và hợp tác quốc tế trong tương lai và đánh dấu sự tái kết nối của họ sở hữu các quốc gia tham gia Đại hội Thể thao châu Á.
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November 25, 2014
This book is well written and has solid insights. It was very introductory for the most part but did include a variety of helpful tools. The part I enjoyed the most were the real life examples, what I enjoyed the least was nearing the end it felt repetitive and I found my mind wandering a bit. I picked up this book based on various recommendations however think I possibly should not have grabbed the 'Making Big Profits from Your Small Business' edition. I did just leave a large corporation so these methods triggered thoughts on what we did versus his recommendations and how I could apply these to my every day life. It is a book I am happy to have in my armor and will keep for reference as applicable.
June 30, 2009
Great book for helping to get the juices flowing with small business advertising. There are several tips that I have incorporated that have helped but many more that have "come to me" while I was reading and thinking about marketing and what else to do.
It is about marketing harder and smarter -- not just spending more than the next guy. I've found that if you don't make marketing a conscious part of your business, you are doomed to a mediocre growth at best.
It is about marketing harder and smarter -- not just spending more than the next guy. I've found that if you don't make marketing a conscious part of your business, you are doomed to a mediocre growth at best.
April 30, 2015
В целом весьма неплохая книга о партизанском маркетинге и его важности в современном бизнесе, особенно в малом и среднем.
В этой работе автор перечислил большинство его принципов, но всё таки хотелось бы побольше конкретики, примеров кейсов и особенно описания самих инструментов партизанского маркетинга. В книге не хватило также и системности и более тщательного проработанного материала.
В этой работе автор перечислил большинство его принципов, но всё таки хотелось бы побольше конкретики, примеров кейсов и особенно описания самих инструментов партизанского маркетинга. В книге не хватило также и системности и более тщательного проработанного материала.
September 14, 2014
This book is packed with eye opening tactics of how an entrepreneur can take on the goliaths of business. I learned more about how to market a small business than I do in the classes I take now. Much help to the aspiring entrepreneur trying to build a foundation for his/her marketing knowledge.
August 21, 2016
Чесно кажучи мав значно вищі очікування - дуже слабенька книжка.
Для мене все, що я прочитав зводиться того, зо партизанський маркетинг це на 70% НЛП і на 30% декілька інших, мало пов'язаних, між собою ідей.
Для мене все, що я прочитав зводиться того, зо партизанський маркетинг це на 70% НЛП і на 30% декілька інших, мало пов'язаних, між собою ідей.
November 2, 2018
Started off quite strong but felt like it lost its way a bit by the midway point. Also covers a lot of obsolete or redundant information but I guess that's too be expected even if it has supposedly been updated since 1983
January 1, 2025
Lo tenía pendiente desde siempre. Me ha sorprendido para bien. Aunque obviamente está anticuado y lo importante es quedarse con el trasfondo y saber trasladar sus enseñazas al día de hoy.
January 4, 2015
A must read for every marketing beginner out there, or any start-up entrepreneur :)
October 22, 2017
This book has some good and some bad.
It excels through its comprehensiveness. The end chart "200 Weapons of Guerrilla Marketing" may alone justify the price.
The book does suggest some new sites and organizations, but most of them lead nowhere as when I searched for them, I mostly got either dead links or links back to the digital edition of this very book.
Jay's dogmatic tone rubbed me the wrong way: I can picture Jay wagging his finger at us readers as we turn each page.
Ever wanted a book to tell you the definition of things everyone knows of, like what blogs and podcasts are? Well, here you have one. Anyone who uses the internet today knows what blogs and podcasts are. Jay will also enlighten you by telling you that cars speed by billboards quickly, so you will have just a short time to communicate your billboard message. Duh!
Jay says guerrillas dress sharply, yet he wears a sloppy turtleneck in his author's picture.
Don't let the term "guerrilla" fool you; it is not as cool or revolutionary as it sounds; it's just a name for an effective small businessman.
Despite the book's faults, it does get you to think about marketing and we entrepreneurs need that.
It excels through its comprehensiveness. The end chart "200 Weapons of Guerrilla Marketing" may alone justify the price.
The book does suggest some new sites and organizations, but most of them lead nowhere as when I searched for them, I mostly got either dead links or links back to the digital edition of this very book.
Jay's dogmatic tone rubbed me the wrong way: I can picture Jay wagging his finger at us readers as we turn each page.
Ever wanted a book to tell you the definition of things everyone knows of, like what blogs and podcasts are? Well, here you have one. Anyone who uses the internet today knows what blogs and podcasts are. Jay will also enlighten you by telling you that cars speed by billboards quickly, so you will have just a short time to communicate your billboard message. Duh!
Jay says guerrillas dress sharply, yet he wears a sloppy turtleneck in his author's picture.
Don't let the term "guerrilla" fool you; it is not as cool or revolutionary as it sounds; it's just a name for an effective small businessman.
Despite the book's faults, it does get you to think about marketing and we entrepreneurs need that.
December 14, 2021
I paused reading this book because the value I was getting out of it was overshadowed by too much useless text and/or what I felt was bad advice on out-of-date tactics.
There is some good guidelines: creativity is adding two things together that have never been combined; concentrate on the point a customer makes a decision, everything you need to consider happens at that second; we all need a platform where one can bounce ideas around and get feedback; most important question a guerrilla can ask: "talk about the feelings that the prospect will experience after owning what you are selling"
However the downfalls are apparent. While the introduction explains how a marketing program must be short, this book is full of what I thought were pages of valueless text. More often than not the book does nothing more than replace "marketing" with "guerrilla marketing" in that it is the same old advice, not very helpful or creative. In addition, it is severely out of date in it's tactics: pg 54 "promising ... new tech called RSS"; pg 59: talks about how TV commercials are in reach of small businesses (i.e. who the hell watches TV anymore?). Also, reading this book was making me fall asleep.
I'll get back to this book some day, but I'm not rushing.
There is some good guidelines: creativity is adding two things together that have never been combined; concentrate on the point a customer makes a decision, everything you need to consider happens at that second; we all need a platform where one can bounce ideas around and get feedback; most important question a guerrilla can ask: "talk about the feelings that the prospect will experience after owning what you are selling"
However the downfalls are apparent. While the introduction explains how a marketing program must be short, this book is full of what I thought were pages of valueless text. More often than not the book does nothing more than replace "marketing" with "guerrilla marketing" in that it is the same old advice, not very helpful or creative. In addition, it is severely out of date in it's tactics: pg 54 "promising ... new tech called RSS"; pg 59: talks about how TV commercials are in reach of small businesses (i.e. who the hell watches TV anymore?). Also, reading this book was making me fall asleep.
I'll get back to this book some day, but I'm not rushing.
January 2, 2018
If you're looking, like I was, for a TO DO manual, this isn't it. It gives some ideas, but for the most part the author sells himself and his other books, and expects you to magically know how to, for example "get an article published for free". I don't know if it needs another revision, or it's just too much talk and not enough substance, but I felt let down by this book and my notepad felt, in the end, mostly empty. I struggled towards the end and as I did, the author did too, things got repetitive and not at all patient.
So this is it. A long book that will bring you a short amount of knowledge.
So this is it. A long book that will bring you a short amount of knowledge.
July 20, 2019
The entire book might be reduced to about 30-50 pages of tips and tricks. A bit long and dragging explanations over several pages unnecessarily. But, all said, it has some interesting tips that are applicable in daily marketing efforts if you are just starting or want to try something different. Or you can just pick it up and look for some ideas to break out of the daily rut of work. Not bad but definitely not great either. Yet I recommend it to small business owners and marketers in search for interesting ideas on a small budget.
August 30, 2020
Worth reading if you have some free time.
Very dated in terms of the actual marketing vehicles used. The latest edition (at least the one I read) was from 2005 so pre cellphone.
That said the principles still hold. He talks a lot about small business marketing and how it differs from large business marketing. Basically the book is about how to get the most bang for your buck as a small business. You'll need to adapt his ideas to the current technological landscape, but the princples are definitely clear.
Very dated in terms of the actual marketing vehicles used. The latest edition (at least the one I read) was from 2005 so pre cellphone.
That said the principles still hold. He talks a lot about small business marketing and how it differs from large business marketing. Basically the book is about how to get the most bang for your buck as a small business. You'll need to adapt his ideas to the current technological landscape, but the princples are definitely clear.
October 13, 2017
Good book for small and medium business owners, or to people who are new in the marketing field. In Guerrilla Marketing you will read a lot of different ways to market a product or service. You will find tips and tricks about blogs, podcasts, cold colling, SEO, product sampling, customer service, etc. What I didn't like is that it was quite repetitive and given the fact it was written in 2007 many things have changed. Still, it is a good book.
April 18, 2021
30 ngày thực ra là 30 mục, chủ yếu là bình luận về các kênh và phương tiện để marketing.
chứ k phải là 30 ngày kiểu kế hoạch 1 tháng, hôm nay làm gì, rồi mai làm gì.
một số phương tiện/kênh k phù hợp với môi trường việt nam.
viết dưới góc nhìn bên client, SME. nên định hướng làm agency như mình k rút ra được nhiều điều lắm.
hồi xưa học mkt căn bản ở ĐH thấy hay, giờ đỡ rồi.
đọc cuốn kế hoạch marketing trên 1 trang giấy cuốn hơn.
chứ k phải là 30 ngày kiểu kế hoạch 1 tháng, hôm nay làm gì, rồi mai làm gì.
một số phương tiện/kênh k phù hợp với môi trường việt nam.
viết dưới góc nhìn bên client, SME. nên định hướng làm agency như mình k rút ra được nhiều điều lắm.
hồi xưa học mkt căn bản ở ĐH thấy hay, giờ đỡ rồi.
đọc cuốn kế hoạch marketing trên 1 trang giấy cuốn hơn.
Displaying 1 - 30 of 143 reviews