Guerrilla Marketing

Guerrilla Marketing is an excellent resource for marketers. Though it is targeted for small business, Guerrilla Marketing can be effective at all levels because it is about outsmarting rather than outspending the competition. This book is filled with great tips and ideas that can be plugged right into your marketing plan. For instance one great tip is to make your in-house advertising team into its own entity, while technically still being a part of the company, so that it can buy media at the 15% discount rate offered to advertising agencies. For example, if your company is Acme Co. you could create an entity called Acme Advertising so that you can cut your media costs by 15%. Jay Conrad Levinson also has a short high content podcast called Guerrilla Marketing Radio.