Guerrilla Marketing Field Guide: 30 Powerful Battle Maneuvers for Non-Stop Momentum and Results

Entrepreneur Press
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Build marketing momentum, outsmart your competitors, and win the long-term war for mindshare and sales in 30 maneuvers—all inside, battle-tested, and ready to employ.
The Father of Guerrilla Marketing, Jay Conrad Levinson, and Jeannie Levinson, President of Guerrilla Marketing International, deliver a no-nonsense, take-no-prisoners plan to producing immediate marketing results without consuming your cash or wasting your time. From delivering a powerhouse elevator pitch to mastering media, each maneuver is a marketing mission accomplished.
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About the author

Jay Conrad Levinson is the author of the best-selling marketing series in history, Guerrilla Marketing, plus over 100 other business books. His books have sold more than 21 million copies worldwide. His guerrilla concepts have influenced marketing so much that his books appear in 62 languages and are required reading in MBA programs worldwide. Jay taught guerrilla marketing for ten years at the extension division of the University of California in Berkeley. He was a practitioner of it in the United States — as Senior VP at J. Walter Thompson, and in Europe, as Creative Director of Leo Burnett Marketing. A winner of first prizes in all the media, he has been part of the creative teams that made household names of many of the most famous brands in history: The Marlboro Man, The Pillsbury Doughboy, Mr. Clean, Tony the Tiger, Allstate’s good hands, United’s friendly skies, the Sears Diehard battery, Morris the Cat, and the Jolly Green Giant. He is the Chairman of Guerrilla Marketing International.

Jeannie Levinson, his wife and coauthor, is the President of Guerrilla Marketing International, Co- Founder of the Guerrilla Marketing Association, and the Guerrilla Marketing Business University. She has degrees in nursing, occupational therapy, physical therapy, and architectural drafting. She was also a licensed swimming pool contractor, and the sales manager of a national pool company, during which time she was awarded for selling more swimming pools in one year than anyone else in the nation. Jeannie, the co-author of Guerrilla Creativity, Guerrilla Marketing for Free, Guerrilla Marketing 4th Edition, Start-Up Guide to Guerrilla Marketing, and The Best of Guerrilla Marketing: The Remix, is a member of The National Association of Professional Women and The National Association of Female Executives.
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Additional Information

Publisher
Entrepreneur Press
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Published on
Feb 1, 2013
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Pages
256
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ISBN
9781613081860
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Language
English
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Genres
Business & Economics / Advertising & Promotion
Business & Economics / Marketing / General
Business & Economics / Public Relations
Business & Economics / Small Business
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The Art of Public Speaking is a fantastic introduction to public speaking by the master of the art, Dale Carnegie. Public speaking is the process of speaking to a group of people in a structured, deliberate manner intended to inform, influence, or entertain the listeners. It is closely allied to "presenting", although the latter has more of a commercial connotation.

In public speaking, as in any form of communication, there are five basic elements, often expressed as "who is saying what to whom using what medium with what effects?" The purpose of public speaking can range from simply transmitting information, to motivating people to act, to simply telling a story. Good orators should be able to change the emotions of their listeners, not just inform them. Public speaking can also be considered a discourse community. Interpersonal communication and public speaking have several components that embrace such things as motivational speaking, leadership/personal development, business, customer service, large group communication, and mass communication. Public speaking can be a powerful tool to use for purposes such as motivation, influence, persuasion, informing, translation, or simply entertaining. A confident speaker is more likely to use this as excitement and create effective speech thus increasing their overall ethos.

Dale Breckenridge Carnegie (originally Carnagey until 1922 and possibly somewhat later) (November 24, 1888 – November 1, 1955) was an American writer, lecturer, and the developer of famous courses in self-improvement, salesmanship, corporate training, public speaking, and interpersonal skills. Born in poverty on a farm in Missouri, he was the author of How to Win Friends and Influence People (1936), a massive bestseller that remains popular today. He also wrote How to Stop Worrying and Start Living (1948), Lincoln the Unknown (1932), and several other books.

Perhaps one of Carnegie’s most successful marketing moves was to change the spelling of his last name from “Carnagey” to Carnegie, at a time when Andrew Carnegie (unrelated) was a widely revered and recognized name. By 1916, Dale was able to rent Carnegie Hall itself for a lecture to a packed house. Carnegie's first collection of his writings was Public Speaking: a Practical Course for Business Men (1926), later entitled Public Speaking and Influencing Men in Business (1932). His crowning achievement, however, was when Simon & Schuster published How to Win Friends and Influence People. The book was a bestseller from its debut in 1936, in its 17th printing within a few months. By the time of Carnegie's death, the book had sold five million copies in 31 languages, and there had been 450,000 graduates of his Dale Carnegie Institute. It has been stated in the book that he had critiqued over 150,000 speeches in his participation in the adult education movement of the time. During World War I he served in the U.S. Army.

One of the core ideas in his books is that it is possible to change other people's behavior by changing one's reaction to them.
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