Authors: Jay Conrad Levinson and Shel Horowitz
ISBN: 978-0-470-40951-0
Paperback; 236 pages
Published in Jan 2010 by John Wiley & Sons, Inc.
Recommended Retail Price: S$38.47 incl. GST
Available at all major bookstores
Book Review
Guerrilla Marketing Goes Green is a practical book on marketing strategies for companies that wish to be green and ethical. The authors emphasise that success in business is based on ethics, social and environmental responsibility, providing value to others, and people-centered marketing.
The book discusses the new marketing mindset, which includes:
- The effectiveness of marketing messages depends on relevance and quality (and not only on frequency)
- Think in terms of abundance (the pie is infinite and helping others is helping yourself)
- Build alliances with competitors, customers, suppliers, non-profits, and businesses in different markets
- Be the early movers in green marketing and make the message believable and genuine (avoid greenwashing)
The authors also offer some hands-on marketing tools using a range of traditional and social media (including social media press releases and social networking), developing creative partnerships with retailers, and being a writer and speaker.
