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Essay / Research Paper Abstract
A 5 page review of the newest edition of this innovative marketing primer. This edition has been updated substantially to reflect technological innovations which make guerrilla marketing even more effective today than it was twenty years ago. Levinson’s book excels in instructing the reader how to best promote a product to capture the most return on the advertising dollar. No additional sources are listed.
5 pages (~225 words per page)
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Unformatted sample text from the term paper:
First published in 1983, Jay Levinsons "Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business" was an innovative
approach to an old idea, the idea of how to best promote a product to capture the most return on the advertising dollar. Today, some 400,000 copies later, Levinsons
book is no less applicable than it was twenty years previously. Levinsons "take no prisoners" approach to marketing has been expanded and revised to address todays marketplace. The
reader who effectively employs Levinsons revised tactics can be just as successful today as was Levinsons advocates in the 1980s. Levinson (1998, 4) emphasizes:
"the soul of guerrilla marketing remains unchanged. It is updated and amplified, to be sure, but its principles stand
up. In our ever-evolving world of marketing, in real space and cyberspace, the guerrilla survives by adapting to the myriad changes".
While the soul of guerrilla marketing has stayed the same, however, the "breadth and technology of marketing have changed dramatically (1998, 5).
Among many other expansions in its considerations, Levinsons revised book places a particular emphasis on the many technological innovations which now characterize the modern marketplace. The Internet, for example,
was just in its infancy when Levinson first released "Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business". Today, however, it is a major consideration in any
marketing ploy. Levinson does not fail to either acknowledge that change or to incorporate it into his own marketing philosophy. Levinsons (1998,