Guerrilla Marketing, 4th Edition

Easy and Inexpensive Strategies for Making Big Profits from Your SmallBusiness

Jay Conrad Levinson

• Éditeur: Harper Business
• Année: 2007
• ISBN:
  9780547347660
• Sujet: Business
• Sous-sujet: Marketing

NATIONAL BESTSELLER The book that started the guerilla marketing revolution, expanded and completely updated for the twenty-first century. Jay Levinson's Guerrilla Marketing revolutionized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Based on hundreds of solid and effective ideas, Levinson's philosophy has given birth to a new way of learning about market share and how to gain it. In this completely updated and expanded fourth edition, Levinson offers a new arsenal of weaponry for small-business success including strategies for marketing on the internet (explaining when and precisely how to use it); tips for using new technology, such as podcasting and automated marketing; programs for targeting prospects and cultivating repeat and referral business, and management lessons in the age of telecommuting and freelance employees. Guerrilla Marketing is the entrepreneur's marketing bible—and the book every small-business owner should have on his or her shelf.

Index

A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z

A

AARP magazine, 38

Abaco Storage, 152

Abercrombie & Fitch, 287

accountability, of direct marketing, 198, 201

ads. See also classified ads

costs of, 176, 195

newspaper, 165-70

reprints of, 170-71, 175

responses to, 27-28

size of, 77

advertising, in traditional marketing, 8

advertising agencies

guerrilla marketing and, 13-14

in-house, 79-80, 172

advertising specialties (free gifts), 61-62, 254

Adweek, 146

affiliate directories, 280

affiliate programs, 246-47, 279-80

African Americans, 40, 163

Agri-Media Rates and Data, 171

alliances, 246-47, 279-80, 297

Always Alert example, 102-4

amazement (marketing secret), 31

Amazon.com, 245, 279

American Idol (TV show), 304

Anarchie (search facility), 90

appeals, in advertising, 90

appearance, canvassing and, 102-3

append services, for list building, 219

Apple Computer, 226, 3G4

Archie (search facility), 9G

armament (marketing secret), 33

articles, writing for publications, 218, 254-55, 265-66

Asian Americans, 38, 4G, 163

Ask.com, 85

assortment (marketing secret), 31

AT&T, 55

AT&T Wireless, 3G4

Atom syndication, 225

attitudes. See company attitudes

attributes. See company attributes

audacity.sourceforge.net, 227

audio brochure, 134

audiogenerator.com, 2G8

augment (marketing secret), 34

automated marketing, 247-49

Avid Technology Inc., 228

B

backend sales, 74-75

Baker, Jerry, 184

Barger, Jorn, 222

barter

advantages of, 72

Internet, 74-75

radio, 175

Ben and Jerry’s, 56

benefits

creative marketing and, 5G-51

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