GUERRILLA MARKETING IN 30 DAYS

Levinson and Lautenslager succeed in taking all the lessons from their bestselling Guerrilla Marketing series and boiling them down into one simple, month-long learning session. The authors structure the book as a series of basic lesson plans that can be taught one day at a time, with the ultimate goal to expand a client base and boost profits. The book starts with "The Purpose of Your Marketing" (Day 2), moves on to "Telephone Selling and Marketing" (Day 15) and "Public Relations" (Day 20), and winds down with "Marketing Budgets" (Day 27). In theory, this is a reasonable approach, and it certainly covers a lot of ground. In practice, however, the book is uneven, especially lacking in presenting workable scenarios. Generalized, obvious points like "be upbeat, enthusiastic, and full of energy" appear throughout, with few exceptions (such as Day 16's advice, which covers printed brochures and sales sheets and freshly suggests readers examine the junk mail they receive and don't throw out, and analyze what about that sales material that made them keep it). This fine executive summary of basic marketing principles will be helpful for anyone just starting out in business, but likely won't appeal to professionals. (Feb.)