Book review: Guerrilla Marketing by Jay Conrad Levinson

First published in 1983, this book revolutionised marketing strategies for the small-business owner with its ruthless, uncompromising approach to finding clients. Founded on a vast stack of ideas, the book’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 an impressive armoury for small-business success including; strategies for marketing on the Internet, tips for using new technology, programs for targeting prospects and cultivating repeat and referral business, as well as management lessons in the age of telecommuting and freelance employees.

Between the covers you’ll find inexpensive marketing methods for small businesses, as well as the 200 “weapons” of guerrilla marketing, including the various forms of media, and also attitudes and behaviours, making this a practical as well as inspirational read.

The author 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.

The book is split into Five Sections:

Section One focuses on ‘the guerrilla marketing approach’, a helpful, encouraging set of chapters describing marketing secrets, plans, and saving money.

Section Two focuses on mini-media marketing, reviewing personal letters, telephone marketing and classified ads.

Section Three deals with maxi-media marketing, looking at newspapers, magazines, radio, television and direct mail.

Section Four describes non-media marketing; free seminars and demonstrations, trade shows, public relations, and miscellaneous marketing tools (such as newsletters).

Section Five closes with launching your own guerrilla marketing attack.

The tips and suggestions within these pages have been implemented by successful small business owners for nearly twenty years. Implementing both humour and realistic examples, Jay Conrad Levinson has written a must-read for the small business owner involved in marketing.

Guerrilla Marketing is the entrepreneur’s marketing bible — and the book every small-business owner should have on his or her shelf.