Product Description

Since the publication of this bestseller two years ago, the number of people who are connected to the Internet directly rather than through an online provider has exploded, which has had a dramatic impact on online commerce. Guerrilla Marketing Online, 2nd Edition, completely revised and updated, addresses this shift in user access, unveiling new marketing weapons and techniques for promoting business electronically.

Product Details

• Amazon Sales Rank: #765027 in Books
• Published on: 1997-09-15
• Original language: English
• Number of items: 1
• Binding: Paperback
• 314 pages

From Library Journal
Levinson and Rubin (Guerrilla Marketing, LJ 2/15/89) do what many authors who purport to deal with marketing online fail to do: show managers of small and medium-sized businesses how to profit from the electronic marketplace. Describing online services and the best methods for maneuvering in various formats, such as forums, newsgroups, and bulletin boards, they present the advantages and disadvantages of online marketing and the most effective marketing techniques. Maintaining their practical focus, the authors conclude by discussing the tactics and strategies that will most likely yield success. While glitzier, this work complements Jill H. and Matthew V. Ellsworth's superb Marketing on the Internet (Wiley, 1995). Highly recommended for business collections, managers, and informed readers.?J. P. Miller, GSLIS, Simmons Coll., Boston
Copyright 1995 Reed Business Information, Inc.

From Booklist
The success of Levinson's previous Guerrilla Marketing guides (and advisories on advertising, financing, and selling) has led him to tackle online marketing with the aid of Rubin, the author of numerous computer guides, including the Macintosh Bible series. The authors introduce the parameters of the online marketplace, describe how to avoid getting banned, and discuss what works and what is a waste of airtime. Specifics on mailing lists, bulletin boards, and garnering and using online information are supplied along with strategies for successful attacks in the public relations and selling fields. A glossary is followed by an appendix of lists--books, magazines, directories, consultants, and contacts. Denise Perry Donavin

About the Author
Jay Conrad Levinson is the author of more than a dozen books in the Guerrilla Marketing series. A former vice president and creative director at J. Walter Thompson Advertising and Leo Burnett Advertising, he is the chairman of Guerrilla Marketing International, a consulting firm serving large and small businesses worldwide.

Customer Reviews

A "must-read"...especially for those on a budget.
I REQUIRE this book as a text in my college-level Electronic Marketing class for several reasons:

1. It provides an excellent introduction to a variety of Internet Marketing tools. Basic and obvious to some...yes. However, many of my introductory students find the concepts "unique" and "innovative."

2. It is a good book for "newbies" but it also contains suggestions many of the so-called "industry experts" fail to use. I've had a few professional Web designers take my class and make visible improvements in their sites using suggestions from the book.

3. The book provides many suggestions a business can implement with little or no money. Many of my students either work for a small business or have entrepreneurial aspirations.

4. There are VERY FEW traditional textbooks in the field of Internet/electronic marketing. I reviewed a number of "popular press" books and found many were outdated, poorly written, hard to follow & understand, and/or lacked a basic marketing perspective/foundation. Some assume moderate (or higher) level of Internet experience/knowledge. They use technical terms that they don't explain. Others don't contain references or contain too many references to be useful as a text.

5. The "basic" nature of the book allows me to supplement it with lectures that contain the "cutting edge" information (taken from articles). I think the explosive growth of the Internet and the dynamic nature of Internet marketing make it unreasonable to expect ANY book to contain cutting edge information. Even assuming you could write and publish a book in less than six months, the field changes so rapidly that your book is outdated before it hits the shelves.

One note, I am aware that the book is getting "old"...I know I'll need to change texts soon but I'm hoping the authors issue a 3rd edition before it becomes necessary.

Disappointing
As a marketing professional, I was truly disappointed with this book. It should've been more appropriately titled "Internet 101". It is outdated, shallow, and the majority of the book wastes your time by teaching you the basics of the Internet, newsgroups and email. Most of the concepts are obvious and nothing new. If you're looking for original ideas and real hard-core concepts, this is definitely not the book!

how to spam
This book has generated a lot of anger among Usenet users. A significant amount of the advice seems to be use flagrant violations of netiquette. I suppose the hope is, if you reach 1 million peope, and anger 95% of them, that's still 50,000 who are not angry.