Guerrilla Marketing Handbook（ISBN=9780395700136）

Levinson and Godin collaborate to produce an irreverent handbook on marketing a product or service. Unlike their preceding publications, this focuses on details: for instance, business cards and their uses, case histories of direct-mail postcards, and ideas about publicity, pricing, and logos. Each of the six major chapters--on advertising, minimedia, targeted media, promotion, telephone, and nonmedia--features from 4 to 14 or so techniques, including lists, common mistakes, definitions, examples, and glossaries. A breezy style highlighted by real-life success examples invites all readers to believe that they, too, can become guerrilla marketing gurus. Barbara Jacobs

This book will guide marketers into the world of positioning and selling products and services. The authors lead the reader step by step through the process of developing a marketing campaign. They offer detailed de*ions of more than a hundred marketing tools from contests to affinity programs, from direct mail to billboard advertising. Anecdotes, graphics, and rules of thumb are also included.