Guerrilla Marketing

Secrets for Making Big Profits from your Small Business

Completely Revised and Updated for the 90's

by Jay Conrad Levinson Published by Houghton Mifflin

Table of Contents:

I. The Guerrilla Approach to Marketing - Updated

• 1. What is Guerrilla Marketing?
• 2. Entrepreneurial Marketing: The Guerrilla Difference
• 3. The Ten Most Important Marketing Secrets
• 4. The Blueprint: Developing a Guerrilla Marketing Plan
• 5. Secrets of Developing a Creative Marketing Program
• 6. Secrets of Selecting Marketing Methods
• 7. Secrets of Saving Marketing Money
• 8. Secrets of Obtaining Free Research

II. Mini-Media Marketing

• 9. Canvassing: Marketing on and Eye-to-Eye Basis
• 10. Personal Letters: Inexpensive and Effective
• 11. Telephone Marketing: Dialing for Dollars
• 12. Circulars and Brochures: How, Where, and When
• 13. Classified Advertising Hints: Making Small Beautiful
• 14. Signs: Big and Little
• 15. The Yellow Pages: Making Them Turn to Gold

III. Maxi-Media Marketing

• 16. Newspapers: How to Use Them with Genius
• 17. Magazine Advertising: Its Value to Entrepreneurs
• 18. Radio: It Costs a Lot Less than Your Think
• 19. Television: How to Use It, How Not to Abuse It
• 20. Outdoor Advertising: What It Can and Cannot Do
• 21. Direct-Mail Marketing: Pinpointing Your Prospects

IV. Non-Media Marketing

• 22. Advertising Specialties and Samples: If You've Got It Flaunt It
• 23. Free Seminars and Demonstrations: Show and tell
• 24. Trade Show, Exhibits, Fairs: Making a Public Spectacle
• 25. Miscellaneous Marketing Tools: Services, Searchlights, Contests, T-Shirts, Newsletters, and Guerrilla Media
• 26. Public Relations: Instant Credibility
• 27. Producing Professional Marketing

V. Launching Your Guerrilla Marketing Attack

• 28. How Guerrillas Use Psychology
• 29. How Guerrillas Win Battles

VI. Information Arsenal for Guerrillas

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