Product Details

• Amazon Sales Rank: #300059 in Books
• Published on: 1995-05-10
• Original language: English
• Number of items: 1
• Binding: Paperback
• 396 pages

Synopsis
Offers innovative marketing ideas, identifies the current fastest-growing markets, gives tips and strategies for dealing with a recession, and introduces new technologies.

Customer Reviews

Don't believe the hype
I bought this book as a result of publicity I'd read around the Guerrilla Marketing concept of 'marketing on a shoe string with phenomenal results' (which, I suppose, is ironic - I hear about the book through mainstream methods rather than from peer recommendations, etc.)

Unfortunately for me, I either didn't 'get it' or it's just not right for my business. I can judge a business book by how much highlighter pen I've used on it - and my copy has very little. In fact, flipping through it now, whole sections of the book go by without any florescence in sight.

I work for a training consultancy, so we're a business to business organisation. This book is predominantly business to consumer, with lots of retail examples (so it might be good for small retailers).

It all seemed too gimmicky and American. ALL the contacts are US suppliers, so not much good if you're a non-US business.

The only reason I haven't given the book 1 star is because there might just be that one idea in it that works wonders for me. I haven't found it yet (and I haven't spent much time re-reading the book to find it, but I'm always optimistic).

For a book packed full with useable ideas, try Jay Abraham's 'Getting Everything You Can Out Of All You've Got'. Not strictly Marketing, but in a similar tone to this one and far more valuable (yes, it's American too, but the ideas - some of which I have applied - work in the UK too).

For a fantastic guide to marketing service offerings (that works superbly for business to business) you should get Harry Beckwith's 'Selling The Invisible'. I couldn't put it down and it's covered in highlighter pen (nice short chapters too. You can read about an idea in five minutes and then get up and do it).