Business Opportunities Weblog

May 1, 2007 by Rich Whittle | 1 Comment

Entrepreneur:

Of the thousands of business books published in the last 30 years, only a handful have withstood the assaults of changing times and changing objectives to remain as relevant today as when they first came out.

This week we present five books worthy of space on any entrepreneur’s shelf–now and in the future.

Next up, Guerrilla Marketing by Jay Conrad Levinson.

No author is better loved by entrepreneurs. Levinson’s advice for low- and no-cost small-business marketing has been updated and expanded in three editions since the original. Dozens more books authored and co-authored by him apply the guerrilla approach to finance, sales and other functions.

The importance of Guerrilla Marketing lies in its practicality and frugality. Marketing as taught before Levinson emphasized techniques requiring resources beyond growing businesses’ reach. Levinson looked past national broadcast campaigns to point out how to market with tools such as business cards, public relations and telephone hold recordings.

Levinson’s central lesson is that marketing opportunities are everywhere and don’t have to cost a fortune. He opens your eyes so that, in addition to getting some specific marketing tricks, you’re better prepared to invent your own. Anyone who reads a Guerrilla book comes away convinced that big ideas are worth more than big money. In that sense, Levinson is perhaps the ultimate entrepreneurial author.

Photo by Houghton Mifflin Company.

In Books, Marketing, Reviews | 1 Comment