Getting on in years

Those were the days when budding guerrillas traveled their oppressed country on motorcycles; today they adorn designer shirts with a bit of rhinestone. Guerrilla marketing has developed in a similar way. In 1994, Jay Conrad Levinson and Seth Godin revolutionized the way products and services were advertised. Eleven years later, their ideas and strategies elicit a tired smile at best, perhaps a "do you remember?". Nevertheless, it is worth taking a look at this book (again). Not because of the advice, insights, concepts and checklists, no, because of the approach. The great strength of guerrilla marketing (and all the theories that derive from it) is to look at the problem from an unusual angle. This leads to unusual solutions when real guerrillas get to work - and not cardboard cut-outs who have been ordered by their agency boss to oversee guerrilla marketing. But if it goes beyond the conceptual approach, the book is outdated. There are now other ways to advertise efficiently and effectively, such as business campaigning. > The Guerrilla Marketing Handbook by Jay Conrad Levinson and Seth Godin. Campus Verlag, Frankfurt a. M. 1996, 180 pages, 89 francs.
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