Guerrilla Marketing

图书介绍

The Guerrilla Marketing Guru, Jay Conrad Levinson, serves up 93 (yes, 93) examples of unusual, quirky, and downright effective ways you can catch people's attention. Marketing your business or yourself doesn't have to boring, and if you're a guerrilla marketer, it better not be! You're guaranteed to leave this one with some ideas of your own.

It is argued that if one uses guerrilla tactics, one will find one's small size an advantage. One will be able to obtain publicity more easily than a large company. One will be closer to one's customers and more agile.

Levinson identifies the following principles as the foundation of guerrilla marketing:

* Guerrilla Marketing is specifically geared for the small business.
* It should be based on human psychology instead of experience, judgement, and guesswork.
* Instead of money, the primary investments of marketing should be time, energy, and imagination.
* The primary statistic to measure your business is the amount of profits, not sales.
* The marketer should also concentrate on how many new relationships are made each month.
* Create a standard of excellence with an acute focus instead of trying to diversify by offering allied products and services.
* Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions.
* Forget about the competition and concentrate more on cooperating with other businesses.
* Guerrilla Marketers should always use a combination of marketing methods for a campaign.
* Use current technology as a tool to empower your marketing.

While many of these are viable today, Guerrilla Marketing has gone mainstream. It is no longer simply the weapon of the small business and in fact, fortune 500 companies are jumping into the fray in increasing numbers. General Electric, Yahoo, Citigroup, Sony Ericsson and Nike have all done noted guerrilla marketing campaigns.