Too many small-and mid-sized businesses offer gold-medal quality and service, yet struggle to pay their bills and stay in business. Their only missing component is Guerrilla Marketing, a method that puts energy where the dreams are. These 100 targeted weapons add potency to a marketing attack and substantially increase profits. Most important, they work for all types of small and medium businesses, even for nonprofit organizations. All the weapons are inexpensive to implement and fully half of them are absolutely cost-free, a bonanza that liberates cash flow. And there are 14 powerhouse weapons that help start-up businesses and five substantial lifts to an already running operation. This indispensable nuts-and-bolts guide outlines every weapon you need to make a significant bottom-line difference in your company.
In a sequel to his Guerrilla Marketing ( LJ 2/15/84) and Guerrilla Marketing Attack ( LJ 3/15/89), Levinson offers a practical approach to his technique. He defines a weapon ``as a method of communication or contact with customers and prospects designed to render service, improve quality, clarify benefits, enhance credibility, or make the customer or prospect feel good.'' Weapons studied include pricing, brand-name awareness, follow-up, speed, neatness, and credibility. This very practical guide should be consulted by both practitioners and students of business. All three books are recommended to public libraries with comprehensive business collections.-- Lucy Heckman, St. John's Univ. Lib., Jamaica, New York