Books
The Guerrilla Marketing Handbook (Guerrilla Marketing)
by Jay Conrad Levinson
Levinson and Godin collaborate to produce an irreverent handbook on marketing a product or service. Unlike their preceding publications, this focuses on details: for instance, business cards and their uses, case histories of direct-mail postcards, and ideas about publicity, pricing, and logos. Each of the six major chapters--on advertising, minimedia, targeted media, promotion, telephone, and nonmedia--features from 4 to 14 or so techniques, including lists, common mistakes, definitions, examples, and glossaries. A breezy style highlighted by real-life success examples invites all readers to believe that they, too, can become guerrilla marketing gurus.
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