Guerrilla Marketing Excellence

The Fifty Golden Rules for Small-Business Success

By Jay Conrad Levinson

Published by Houghton Mifflin

Table of Contents:

Preface: How Guerrilla Profit from Golden Rules

Part One: Golden Rules to Guide Your Thinking

• 1. What the Stonecutter Knows
• 2. Precision
• 3. What People Really Buy
• 4. Solving Problems
• 5. The World's Best Customer List
• 6. Customer Reverence
• 7. Convenience
• 8. The Power of Questions
• 9. The Perils of Showtime
• 10. Introducing New Products and Services
• 11. Sources of Marketing Know-how
• 12. Honesty
• 13. Profits

Part Two: Golden Rules to Guide Your Effectiveness

• 14. Share of Mind
• 15. Style vs. Substance
• 16. Being Interesting
• 17. Timing
• 18. Cleverness
• 19. Bribes
• 20. Economizing
• 21. Soft Steps and Hard Steps
• 22. One-on-One: Micro-Marketing
• 24. Entrepreneurial Judo
• 25. The Guerrilla Marketing of Services
• 26. Assuring Distribution with TV
• 27. The Designated Guerrilla

Part Three: Golden Rules to Guide Your Marketing Materials

• 29. Competitive Advantages
• 30. The Mighty Headline
• 31. Magic Words and Tragic Words
• 32. Humanity in Marketing
• 33. Humor in Marketing
• 34. The Value of Specifics
• 35. Marketing Combinations
• 36. Guerrilla Gimmicks
• 37. Not for Do-It-Yourselfers

Part Four: Golden Rules to Guide Your Actions

• 38. Spying
• 39. Achieving Credibility
• 40. Restraint
• 41. Second in Line
• 42. Proving You Care
• 43. Givers vs. Takers
• 44. Networking, Guerrilla Style
• 45. Pioneering
• 46. Marketing in a Recession
• 47. Luxury Box Marketing
• 48. The Wisdom of Moving Slowly
• 49. Guerrilla Relationships
• 50. Eating Life

Epilogue: Breaking Golden Rules

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