Levinsons Guerrilla Marketing - Essay Example

? Book report on ‘Guerrilla Marketing’ al affiliation Book report on ‘Guerrilla Marketing’ The work of Levinson (2007) canbe briefly been described as a piece of work full of supportive ideologies and theories that are beneficial for prospective businessmen, both in the growth of the businesses and for marketing. The book also consists of vital information that is useful for the success of business, which Levinson (2007) indicates to be the best approaches for marketing of the business, the appropriate tips for application of new technology in marketing and finally, the strategies that the businessmen can apply in the quest to target their goals and objectives in the business world. Levinson (2007) brings to light the view that he was motivated to write this work after having being disappointed by the fact that he could find the right pieces of work to conduct his research. After purchasing numerous books, and still not having enough content, is the story behind the work of Levinson. In his work, he indicates that it is mandatory that the entrepreneurs come up with measures of identifying opportunities in the market, and finding out the best approaches to apply to fill in the gaps. It is from his work that Levinson (2007) hopes to come up with a chain of resources that would be beneficial to prospective businessmen. In fact, he indicates that his drive for the work on ‘Guerilla Marketing’ was driven by the fact that people with the little amounts of money had dreams of owning large businesses at all odds, and indeed turned out successful. This essay shall attempt to review Levinson’s (2007) work on ‘Guerrilla Marketing’, picking out the major points that validate this book as a must for all entrepreneurs. According to Levinson (2007), the basics of marketing include the relationship the company has, with its outside contacts. Analysts and researchers in the field of business have continually argued that the customers cannot, even at one point be alienated from the success of any form of business. Customers, in short, are the main beneficiaries of the businesses, and must always be put into perspective, while planning the businesses. Marketing, in the case of Levinson’s (2007) ‘Guerilla Marketing’ work, advocates for marketing as the major ingredient towards determining if the business will thrive or not. This is for the reason that marketing will either leave an excellent or a ghastly notion on the clients. A good impression will, without human intervention attract more clientele to the industry and vice versa. In the first chapter, ‘guerilla marketing’ has been defined as the novel method of marketing goods and products as compared to the long-established methods. Levinson (2007) argues that conventional forms of marketing are far much too pricey as they oblige the entrepreneurs to expend a lot of money to sustain their brands. In the case of ‘guerilla marketing’, the case is dissimilar as the entrepreneurs will only be required to devote time and energy to plan the kind of marketing strategies that will lead to a triumphant dealing. This, according to Levinson is the only best way that the company can sustain their brand. Of essence, this can be described as information being the key tool to a flourishing business. Levinson (2007) clearly brings out the foundations of operation of a successful company. This, according to him, refers to aspects such as dedication that allows entrepreneurs remain unswerving in their businesses. With this, he gives a case in point of a man who was consistent in his advertising promotion on Marlboro, yet the brand was visualized as more of feminine than masculine (Levinson, 2007). With a lot of devotion on the advertiser’s side, the brand was able to survive in the market, and is one of the best suppliers of cigarettes in the globe today. In line to this dispute, it is not correct to dispute that marketing is the key to a successful business, but how unfailing the advertisers are in terms of advertising their products despite the perceptions of the entire market. In his work, Levinson (2007) indicates that marketing plan cannot be alienated from a successful business. ‘Guerilla marketers’ must uphold the fact that the fact that planning is vital for the success of the business. Planning may seem too tiresome and time-consuming, but he cautions that ‘guerilla marketers’ must not have that kind of mentality. In the course of marketing, ‘guerilla marketers’ must be creative. He emphasizes that, through thinking of the finest strategies that can allow for the survival of the business in the long run, the entrepreneurs stand a better chance to survive in the market. This, he summarizes as the ‘Guerilla marketing’ strategies, that have led to creation of ideas that can show the way to the survival of the business. An analysis of the work describes that for any kind of business to do well, the entrepreneurs have to go beyond the conventional ways of managing businesses. This, he accentuates through a justification of the need to bring about results, despite the amount of money entrepreneurs have to start a business. He points outs out quite a number of aspects that lead to failure of the businesses today. Among them include the incapability of entrepreneurs to comprehend the importance of marketing in the carrying out any form of businesses. Levinson (2007) argues that the entrepreneurs may be perfect in terms of skills of handling businesses, but he cautions that that is not enough for a business to thrive. It is important that they learn the aspects of dealing with the customers. The customers must always be present for any business to continue to exist. Levinson (2007) indicates that a great percentage of the entrepreneurs do not have the skills of discerning the best marketing initiatives that can yield good results. Some of the entrepreneurs find themselves taking part in businesses that not only waste their time, but also energy that can be directed towards venturing into other productive activities. In this case, he recommends that well researched marketing strategies are applied for the business to succeed. In this case, they will be in a better position to measure their results in the business, and consequently, have a profitable venture. On another point of view, Levinson (2007) work, points out that, yet another great mistake that the entrepreneurs find themselves in, is that they do not dedicate a substantial amount of money towards the marketing aspect of the business. In this case, the ‘customary entrepreneurs’ find themselves in a situation whereby they cannot be at par with their competitors in the market, and at most times are swept out of the market, with their competitors having an upper hand in terms of making sales in the market. He cautions that the current situation of the market is totally dissimilar to those of the conventional markets. This has to do with the manner in which opportunities are being created in the market today, and the approaches that entrepreneurs are applying to attract as many clients as possible. In this case, therefore, it is imperative that the entrepreneurs successfully plan their marketing strategies so as to be in line with the current trends in the business industry. Levinson (2007) emphasis on the marketing skills has contributed a lot in shaping the ‘guerilla marketing’ strategies. In his work, he recommends that all entrepreneurs must be willing to invest a lot of resources in the success of the business. This begins with the entrepreneurs being willing to take any form of risks though at times the business may fail in the long run. The entrepreneurs must face the market as it is, and control all the forces that may make their business successful. The amount of resources, he emphasizes must not be a barrier to venturing into any form of business, but embracing the ideologies that may make the entrepreneurs’ always be in touch with the aspects that always attract the attention of the customers. Levinson (2007) advocates for fusing of all these marketing strategies, if entrepreneurs wish to run successful businesses in today’s competitive business world. Conclusively, this work can in simple terms, be referred to as a handbook of new entrepreneurs who are willing to venture into new businesses. The work proposes on how a business can be successful in terms of positioning the business, how to deal with the major beneficiaries-the customers, marketing strategies, ranging from the oral communication to the clients to the advertisements through modern means such as the electronic mails, telephones, and how to manipulate such tools to get the best out of one’s business. ‘Guerilla Marketing’ is, therefore, a term used to bring out the novel techniques applied toward a successful business. Generally, the work includes time tested methods and no doubt, will be beneficial to as many entrepreneurs as possible, if the directions are adhered to, to the letter. The work also gives the entrepreneurs tips on how to twist situations to their advantage; and in turn yield good results. In his latter chapters, Levinson (2007) manages to hit the punch line by describing to the entrepreneurs how to make sales through summing up all the marketing strategies discussed in the preceding chapters. References Levinson, C. (2007). Guerrilla Marketing. New York: Houghton Mifflin Company. Read More