Guerrilla Marketing Weapons: 100 Affordable Marketing Methods for Maximizing Profits for Your Small Business. - book reviews

Black Enterprise, Oct, 1994 by Tonia L. Shakespeare

Contests? Thank-you cards? Gift baskets? What do these have to do with increasing market share? Everything. In his book, Guerrilla Marketing Weapons: 100 Affordable Marketing Methods for Maximizing Profits For Your Small Business, Jay Conrad Levison describes a variety of marketing techniques you can employ to boost your company's profits.

Levison offers howto advice on obtaining marketing items that cost next to nothing. Better still, he cites some real examples. Take the bookstore chain that witnessed a surge in sales by packaging five cook-books in an attractively decorated wicker basket, instead of selling the books one by one in dull plastic wrapping.

What distinguishes this book is its almost elementary approach to marketing. The "weapons" used are so obvious, they are often overlooked by the budding business owner.

Levison applies the 4 Ps of marketing (product, place, price and promotion) to a host of devices. If you are inclined to skip a few pages because of the repetitive visual tone of the book (logo, business card, paper stock)--don't. You may miss out. Levison also lists services and organizations that can provide valuable information to the small business owner.

Guerrilla Marketing Weapons: 100 Affordable Marketing Methods for Maximizing Profits For Your Small Business by Jay Conrad Levison; Plume, New York, 1990, 258pp, $11.