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Reviewers Around the World LOVE Guerrilla Marketing Goes Green

A wealth of down-to-earth tips…

Marrying “guerrilla” to “green” marketing, Horowitz and Levinson have written a guide for businesses that want to save money and the environment – and they say it’s a winning business model…The book has numerous real-world examples of its approach, including Hewlett Packard, Stop and Shop and Costco, as well as a wealth of down-to-earth tips on how to do green marketing on a budget. It also explores some areas of controversy: for example, while supporting localism is central to green ethics, there are industries and products where that’s not possible… Green marketing is becoming mainstream; Horowitz cites studies showing that 76% of consumers would switch to green goods, if they had parity of price and quality. But plenty are switching even with the premium many green products command. That’s one of the reasons companies can stay profitable even when the costs of ethical and green production might be higher…

—Francesca Rheannon, CSR Wire

Click here to read Francesca Rheannon’s full review of Guerrilla Marketing Goes Green and to access an audio interview she did with Shel Horowitz

Only the fifth book ever to be named an “Indie Groundbreaking Book” by Independent Publisher Magazine

There’s a “green” trend sweeping the nation, but can it really apply to the aggressively competitive world of marketing? Especially in these trying economic times, it’s hard to imagine the “Golden Rule” of putting people first and treating them fairly can help one succeed in business. And with all the cost-cutting that’s going on, can a business really afford to put values above value and worry about the environmental well-being of our planet?

According to authors Shel Horowitz and Jay Conrad Levinson, that is exactly what businesses need to do in order to succeed. These veteran marketers claim that the old model of intrusive advertising and marketing not only costs too much, but it no longer works. Their new book contends that what you can do instead is both more powerful and a whole lot cheaper.
-Jim Barnes, Independent Publisher Magazine, naming Guerrilla Marketing Goes Green only the fifth ever “Indie Groundbreaking Book.”
Full review at http://www.independentpublisher.com/article.php?page=1341

Reduce marketing costs, increase profits with environmentally sound policies

A 236-page compendium of insightful commentary and sound advice for the entrepreneur and small business owner… With ‘real world practicality,’ readers will learn how to significantly reduce their marketing costs and while increasing their profit margins by employing environmentally sound and ethically founded policies and practices; convert their vendors, customers, and competitors into a kind of auxiliary sales resource; successfully persuading business acquaintances to become joint-venture partners; utilizing social media, traditional media, and their own imagination to reduce advertising costs while employing alternative marketing practices… The distilled and effective wisdom of two of the most successful yet frugal entrepreneurs who have combined their many years of experience and expertise in a single volume that should be considered mandatory reading… strongly recommended.

Midwest Book Review

Complete Review:

The collaborative work of Jay Conrad Levinson and Shel Horowitz, “Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet” is a 236-page compendium of insightful commentary and sound advice for the entrepreneur and small business owner on marketing strategies in these difficult and volatile economic times. With ‘real world practicality’, readers will learn how to significantly reduce their marketing costs and while increasing their profit margins by employing environmentally sound and ethically founded policies and practices; convert their vendors, customers, and competitors into a kind of auxiliary sales resource; successfully persuading business acquaintances to become joint-venture partners; utilizing social media, traditional media, and their own imagination to reduce advertising costs while employing alternative marketing practices. Simply stated, “Guerrilla Marketing Goes Green” is the distilled and effective wisdom of two of the most successful yet frugal entrepreneurs who have combined their many years of experience and expertise in a single volume that should be considered mandatory reading by anyone charged with the responsibility of insuring a healthy financial bottom line for their business while adhering to environmentally and ethically sound principles and practices. “Guerrilla Marketing Goes Green” is a strongly recommended addition to personal, professional, corporate, academic, and community library Business Studies reference collections and supplemental reading lists.

– Midwest Book Review

http://www.midwestbookreview.com/lbw/nov_10.htm

“My new working manual”

As soon as I opened Guerrilla Marketing Goes Green – Winning Strategies to Improve Your Profits & Your Planet, by Jay Conrad Levinson & Shel Horowitz, with Forward by Stephen M.R. Covey,  I dove in. You should see my book, now! Underlines, notes in the margins, dog-eared pages! This is my new working-manual, and I’ve added it to booklists that I contribute to and recommended it to EVERY business owner I know – and have made recommendations to colleges to use it as a text in their Professional Practices courses. It’s not just a book about marketing, but a description of the ethics-based Sustainable Business model.
—Susan Davis, Host/Producer, Good and Green Radio

Trust…and courtship (review from Italy)

The fundamental point of Levinson and Horowitz’s “Golden Rule of Green Marketing, laid out in their wonderful book, Guerrilla Marketing Goes Green,” is that ethics is important and that our model of business and our mission should reflect our ethical sense. We should establish connections of trust to ensure an enduring relationship with our customers… A striking metaphor they use is that the marketing is like a courtship. Marketers must add value for other people, and develop a positive and durable connection based on emotional attachment. In other words, don’t give your customers reasons to divorce you. As a lover of sources and biographies, I was deeply gratified to see the large number of studies the authors cite, all of which show that buyers are deeply attracted by companies that demonstrate a social conscience, and remain faithful to those ethical companies even in recessions. As Stephen M.R. Covey, author of The Speed of Trust, points out in his foreword, when others trust you, you can do better business deals, faster and more easily. The book is captivating. Time will seem to stand still until you have finished it. –Mirko Galassi, webenjoy.net, Ferrara, Italy

(Excerpted and adapted from a long review of Part 1 of Guerrilla Marketing Goes Green and from his private note to me. To read the review in the original Italian, please visit http://www.webenjoy.net/web-marketing/la-regola-aurea-del-marketing-green/ )

…packed “Guerrilla Marketing” with specific advice and how-tos…

“Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet”

By Jay Conrad Levinson and Shel Horowitz

John Wiley & Sons Inc.

Reviewed by Suzanne Wilson, Daily Hampshire Gazette, Northampton, MA

In the age-old stereotypes about the business world, competition is always cutthroat, corners exist to be cut, companies are eternally at war with one another, and the bottom line is all that matters. There have, of course, always been individuals and businesses that have operated according to a strict moral compass – and in their new book, authors Jay Conrad Levinson and Shel Horowitz say that, now more than ever, that’s the way to go.

In “Guerrilla Marketing Goes Green,” Levinson and Horowitz say some of the smartest business people today are those who don’t see the choice before them as a stark divide between doing good, on the one hand, or doing well. It is possible, they say, to help the world around you and help yourself at the same time. Or, as they put it, you can beautify the planet and “you can do your part to beautify your own bottom line.” In today’s marketplace, they write, there are many customers who want to feel that they are part of efforts to solve the world’s problems and want to support companies they see as being part of that process.

Beyond advancing a clear point of view, the authors have packed “Guerrilla Marketing” with specific advice and how-tos on subjects such as effective networking, sales strategies, finding allies in the marketplace, dealing with the media, copywriting basics, and more.

Levinson has worked in corporate marketing and is the author of the “Guerrilla Marketing” series of books, the first of which appeared in 1984; Horowitz, who lives in Hadley, is a marketer and environmental activist/organizer and author of eight previous books.

http://www.gazettenet.com/2010/08/18/book-bag (subscriber firewall)

Planet-friendly strategies can also be profit-friendly strategies

Guerrilla Marketing Goes Green proves that planet-friendly strategies can also be profit-friendly strategies. It provides an eye-opening roadmap of possibilities and strategies for businesses of all sizes to market themselves to greater profits while operating in environmentally-responsible ways.

GMGG has something for you, whether you’re new to marketing or are an experienced marketing professional exploring ways to increase profits while protecting the planet.

The book’s importance transcends its valuable contents.  Guerrilla Marketing Goes Green is the first book by two respected “mainstream” authors to show how Green Marketing not only feels good, but can provide businesses with a measurable profitable results.

In their previous books, both Shel Horowitz and Jay Conrad Levinson has demonstrated their ability to be pioneers in business thinking; Guerrilla Marketing Goes Green shows how both remain at the cutting edge of business thinking.

By showing businesses how to tap the latest thinking, with numerous specific ideas, suggestions, and tips, Guerrilla Marketing Goes Green warrants acknowledgement and respect.

–Roger C. Parker, PublishedAndProfitable.com

My copy is full of underscores and dog ears

Guerrilla Marketing Goes Green by Shel Horowitz and Jay Levinson is my latest fave.  I write for and about Green business, and have found this to be an excellent resource, full of ideas that can be implemented by businesses of all types and sizes to ethically generate leads and increase profits.

My copy is full of underscores and dog ears where I’ve marked fascinating insights and great real-world ideas for marketing your business ethically and effectively, whether you’re a beginner or advanced.

I especially like the fact that it’s well-written and fun to read, as well as the refreshing point of view that good business goes hand in hand with ethical intentions and community building.

Even though it’s directed towards the ‘green’ sector, I’d recommend it to anyone interested in promoting their business while benefiting others and getting more enjoyment out of life at the same time.

- Anne Michelsen, Green Ink Copywriting, http://www.greeninkcopywriting.com

Unbeatable Insurgent Tactics for Increasing Your Profits While Improving the Planet

Forget greed; green is good. Today’s cutting-edge businesses understand that making the world a better place can also be a great way to make money-in fact, it’s an essential aspect of a sustainable business model. Guerrilla Marketing Goes Green gives the tools to make that sustainable model work.

Catching the wave of this new trend in true guerrilla marketing fashion, Guerrilla Marketing Goes Green presents unbeatable insurgent tactics for increasing your profits while improving the planet. This up-to-the-minute sourcebook gives you the theory and the roadmap to get your sustainability marketing plan up and running…

-Michael Smith, Green Living Review, UK

If you choose one marketing book… “Guerrilla Marketing Goes Green” needs to be the book.

If you choose one marketing book to aid in marketing your business or product, “Guerrilla Marketing Goes Green” needs to be the book. You will not be

disappointed, and will learn a good deal about ethical, frugal marketing.

Guerrilla Marketing Goes Green

By Jay Conrad Levinson and Shel Horowitz

“Guerrilla Marketing Goes Green” is not your average marketing book. When reading “Guerrilla Marketing Goes Green” you will find stressed are ethical behavior, and reducing your businesses carbon footprint. This is actual steps your business is taking; not just saying your business is green to jump on the environmental bandwagon. This is where the ethical part comes in, ethical in dealing with your customers; also with your marketing materials if you state you rare green or whatever you are touting. You must walk the walk.

“Guerrilla Marketing Goes Green” is also about marketing emphasizing ethical, frugal, and effective methods. There is also a resource section, which lists URLs for even more resources.

This reviewer enjoyed reading a section titled “A Social Movement Around Business Ethics” which contains a “Business Ethics Pledge” and an URL to the Web page to sign the pledge. This reviewer as a businessperson signed it and plans on living by it, and hopes that every business would be willing to do the same. Living ethically is good for personal piece.

“Guerrilla Marketing Goes Green” also addresses subjects like social media, traditional media, turning customers, suppliers, and even competitors into an unofficial sales force, how to have acquaintances become joint-venture partners, and more.

“Guerrilla Marketing Goes Green” is a book that needs to be handy for referencing as you work on your marketing plan and marketing materials. It will be a reference manual for this reviewer within arm’s reach.

If you choose one marketing book to aid in marketing your business or product, “Guerrilla Marketing Goes Green” needs to be the book. You will not be disappointed, and will learn a good deal about ethical, frugal marketing.

This reviewer awards a five star rating to “Guerrilla Marketing Goes Green.”

This reviewer received a complimentary copy of, “Guerrilla Marketing Goes Green” from Wiley upon request. There was no remuneration, and the review is this reviewer’s honest opinion of “Guerrilla Marketing Goes Green.” No reviews are ever biased.  Federal Trade Commission 16 CFR Part 255

Robert Medak

Freelance Writer/Editor

http://www.stormywriter.com/

Take Your Sales to the Next Level

If you want to improve your bottom line, then “Guerrilla Marketing Goes Green” is the book for you. The authors have done an excellent job of providing the necessary information to take your sales to the next level. Don’t sit and wait for the green explosion to happen. Read this book and take in all the valuable ideas that this book has to offer. Great job Jay and Shel.

Michael Monji, author

Review posted online at Amazon

Success in business is based on ethics, social and environmental responsibility

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.

This review is posted online at http://www.greenbusinesstimes.com/2010/04/06/guerrilla-marketing-goes-green-winning-strategies-to-improve-your-profits-and-your-planet/

Green Business Times, Singapore

An excellent primer for green marketing on a budget

Going green is all the rage these days, so it isn’t surprising that the Guerilla Marketing series of books created by Jay Conrad Levinson would come out with a “green” version, as well.
Co-written by series creator and Shel Horowitz, Guerilla Marketing Goes Green provides an excellent primer for green marketing on a budget.
Like other books in this series, the book includes some excellent basic marketing advice. But then it goes deeper and explains not only why you should go green but how you can with out breaking the bank.
For some of the best marketing content, check out chapters 9 and 15. They’ll open your eyes.
Carma Spence, HEART of Business Newsletter

Wonderful, practical book with heart!

5.0 out of 5 stars

By Marilyn J. Mcleod, “Coach Marilyn” (San Diego)

Topics such as the advantages of doing the right thing, quality, integrity, and honesty, marketing versus adversarial sales … what a welcome resource in any economy! Especially in the age of social media where authenticity and transparency count, this is a very important book!

Marketing for a sustainable business that promotes common good

5.0 out of 5 stars Marketing for a sustainable business that promotes common good, February 4, 2010

By      Justin Hitt (Norfolk, VA (USA))

Every year I’ve done at least one non-profit campaign as part of pro bono, but had not considered the impact of using marketing to advance green initiatives as they were presented in this book.

Packed with practical examples on how ethical marketing can go past the corporate walls to make real impact (and make money.) Rather than just talking about how green your company is (in manufacturing process, recycling, or use of materials), your marketing can impact lasting social change.

Shel may not have known then when he sent over a review copy, but I’m a big supporter of alternative energies, primarily bio-fuel, and regional organic farming. His lobster story (pg. 163) may be a good idea for small biofuel producers, even organic micro-farms by letting customer own a piece of the result.

I can see myself revisiting case studies presented, especially since book notes include links to referenced guerrilla marketing ideas. Don’t want to make you think this is a tree-hugger book, it includes practical marketing you can use in your business. But …

Even if you were “green” before it was cool, you can appreciate this approach for profits and planet. Book goes a long way towards growing a business and being sustainable. Highly recommended.

Guerrilla marketing ideas for a greener business

By Ken Beaulieu, fuel.net

Many companies believe they must make a choice between being “green” and being profitable. But in the book Guerrilla Marketing Goes Green, co-authors Jay Conrad Levinson and Shel Horowitz provide sound advice on how to marry environmentally responsible business practices with profitability. The theoretical guidance is grounded in real-life examples and case studies to help businesses practice successful and ethical marketing. Here are four key takeaways from the book to boost your guerilla marketing strategy:

1. Lose “the language of sacrifice.” Acting responsibly will actually help your company perform better. Responsible behavior will save you money and worry by avoiding expensive lawsuit bills and bad PR, and you can cut costs with the environment in mind. For example, conserve energy (and lower your electricity bill) by installing power strips and LED lighting.

2.  Let others in on the secret. Encourage other businesses to make the “green” switch. It will show that you’re looking out for them and that you genuinely care about responsibility and accountability – two qualities that build trust, respect, and, ultimately, business allies.

3. Green means “premium.” Responsible behavior will allow you, when pricing your products and services, to capitalize on the “high value of goodwill.” Moreover, green goods and services are easier to market.

4. Don’t discard – donate. Equipment that no longer meets your company’s needs (outdated computers, for instance) might be exactly what others are looking for. Consider donating such items to your local community (an inner-city youth program) or even a distant one (a college in a developing country). This not only builds lasting relationships and good PR, but also eliminates waste.

CSR: good business, or PR ploy?

Is corporate social responsibility just about the giant, camera-friendly donation cheques? Or is it a solid business proposition? Gulf Marketing Review investigates.

Farrukh Naeem, Gulf Marketing Review, United Arab Emirates

 

In their latest book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet, Jay Conrad Levinson, originator of guerrilla marketing, and award-winning marketing author and lifelong environmental activist Shel Horowitz stress that CSR, sustainability and profitability can go hand in hand.

“Not only is it a good value proposition, but those companies that ignore CSR will find themselves increasingly marginalized as more and more consumers start to really demand it,” Horowitz says. Ethical companies can slash marketing costs and boost response by forming alliances with organizations that reach their target audience, by turning customers and even competitors into brand ambassadors.

The full article is posted at http://www.kippreport.com/2010/03/csr-good-business-or-pr-ploy/?bnr=

Not just about business tactics, but about changing your attitude to business (five stars)

By Dr. Mani Sivasubramanian, MD “Internet Infopr… (Madras, India)

Do you want your ideal prospects seeking you out, willingly listening to your sales presentation, and talking themselves into doing business with you? Or would you rather keep shouting into the noisy bedlam that today’s world of ‘conventional’ marketing has become?

Shel Horowitz has teamed up with Jay Conrad Levinson to create a masterpiece. “Guerilla Marketing Goes Green” is a guidebook on ethical marketing, from two experts with the highest standards and values in the industry. I was fortunate to review an early copy of the manuscript, and believe it will be of immense value to business owners, entrepreneurs and marketers.

To many business owners, values, trust, morals, integrity and ethics are little more than buzz words. Shel and Jay show how they can become cornerstones holding up your business – and ensuring survival in tough times.

The Golden Rule was never better illustrated than in this exquisite guide on value and ethics in business today. And learning about the ‘Magic Triangle’ of quality, integrity and honesty will completely revamp and revolutionize the way you think about business success!

Today, value addition involves tapping into a global trend towards embracing ‘green’ practices that preserve natural resources. Discover how to marry ‘green’ to ‘marketing’ in this interesting, insightful and intensely thought provoking book.

In the end, this is not merely a book about business tactics, but one that’s about mindset change and adopting a philosophy of abundance, generosity and compassion towards your audience – creating a business that fulfills needs and adds value.

Dr.Mani Sivasubramanian, Internet Infopreneur, Author, and Heart Surgeon (reprinted from Amazon.com)

“Captivating” Book Shows that Marketing is a Courtship

The fundamental point of Levinson and Horowitz’s “Golden Rule of Green Marketing, laid out in their wonderful book, Guerrilla Marketing Goes Green,” is that ethics is important and that our model of business and our mission should reflect our ethical sense. We should establish connections of trust to ensure an enduring relationship with our customers…

A striking metaphor they use is that the marketing is like a courtship. Marketers must add value for other people, and develop a positive and durable connection based on emotional attachment. In other words, don’t give your customers reasons to divorce you.

As a lover of sources and biographies, I was deeply gratified to see the large number of studies the authors cite, all of which show that buyers are deeply attracted by companies that demonstrate a social conscience, and remain faithful to those ethical companies even in recessions. As Stephen M.R. Covey, author of The Speed of Trust, points out in his foreword, when others trust you, you can do better business deals, faster and more easily.

The book is captivating. Time will seem to stand still until you have finished it.

Mirko Galassi, webenjoy.net, Ferrara, Italy

(Excerpted and adapted from a long review of Part 1 of Guerrilla Marketing Goes Green and from his private note to me. To read the review in the original Italian, please click here to visit his site).

Read reviews of Shel’s earlier book, Principled Profit, whose entire contents are incorporated within Guerrilla Marketing Goes Green (along with a big chunk of new material)

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