Guerrilla Marketing for the Nineties

Guerrilla Marketing for the Nineties – Jay Conrad Levinson

Small businesses rarely have the huge budgets of large corporations, but they can still compete, and win, with creativity, energy and smart thinking.

Guerrilla Marketing for the Nineties: The Newest Secrets for Making Big Profits from Your Small Business is an updated edition of Jay Conrad Levinson’s influential bestseller Guerrilla Marketing, which introduced a new way for entrepreneurs to think about promoting their businesses. Levinson, a former advertising executive, coined the term guerrilla marketing to describe unconventional, low-cost tactics that rely on imagination and commitment rather than big spending.

The book covers a wide range of marketing weapons available to small businesses, from classified ads, signs, brochures, direct mail, telephone marketing and publicity to newspapers, magazines, radio and television, as well as the newer technologies that were transforming business in the nineties. Levinson explains how to develop a clear marketing plan, how to choose the right mix of tools, how to measure results and why consistency and patience are essential to success.

He also emphasizes the importance of customer relationships, follow-up and service, showing that the best marketing often happens after the sale.

Practical, energetic and full of useful ideas, Guerrilla Marketing for the Nineties is a valuable resource for entrepreneurs, small business owners and marketers, and a fascinating snapshot of how small-business marketing evolved as new technologies emerged.