Guerrilla Marketing Online Weapons: 100 Low-Cost, High-Impact Weapons for Online Profits and Prosperity

Finally, in chapter 12, Mr Allens says, "Referrals are the easiest and least expensive way to market your business. Its much simpler and cheaper to develop repeat sales to a group of satisified customers you've developed over the years than to find new customers." I think Mr Allen should have changed his book to a 100 ideas to retent a customer. Amazingly, Mr Allen states, "The best guerrila marketers spend 60 percent of their time and energy selling to existing customers." I'll bet that percent is higher today. Customer expect top notch performance. One is left to wonder why did Mr Allen did not change his first ten chapters focus to "Building Happy Customers using Online tools". There I've given him a great idea.

I found a number of websites links in the book broken or of no value. Disappointly, Mr Allen hit all the buzz words: email, bulletin board, storefront, service, feedback, classified ads, media campaigns, and free advice or articles.

The bottom line building a presence in cyberspace is expensive and positioning is king. The current of media attention getter does not trade with the consumer using pennies, instead hugh promotional campaigns dump billions to compete for the minds of the consumers. So, Mr Allen correctly accesses the situation intelligently in the last portion of his book when he tells the reader to focus on build the business by word of mouth from satisfied customers. Now that makes sense!


Outdated   February 17, 2003
1 out of 3 found this review helpful

Even in 1996 when it was written, it was old story. This book is good for basic marketing courses in high school.


the way of the dinasour   September 5, 2002
3 out of 4 found this review helpful

THis thing is so out of date it's ridiculous. I mean, there is no way you can actually succeed with this book. And not to say it's a bad book but it's hoplessly behind the times. For something up to date, read Guerrilla PR Wired. It's cutting edge and hip and it's so much more than just a book of tips. It explains everything behind PR and why it works and other stuff like that. And the book tells you how to publicize your stuff without spending like a fortune. Why would anyone want to read anything else?


Sorry to disagree with Paul Allen, but....   July 19, 2001
6 out of 6 found this review helpful

I hate to disagree with someone who obviously had enough business sense to co-found Microsoft, but this book is terribly outdated. The minute it was put to print, it became terribly outdated.

Perhaps when the book was written, in the Mid-90s, it offered help in the new frontier of ecommerce. Now, it will just confuse anybody who doesn't know better.

Why?

Simply put, it doesn't speak of many new methods of marketing online. Banner Advertising, Search Engines, Site Design, and Opt In Email are no where to be found in this book. The book definitely has a very outdated feel to it, and I do not see how this book could be useful to anyone interested in online promotion.