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)

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

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

Michael Monji, author

Review posted online at Amazon

Farrukh Naeem, Gulf Marketing Review

It’s almost fashionable to talk about CSR in the corporate world.

Company websites have dedicated corporate social responsibility sections; press releases are issued with pictures of CEOs holding giant donation cheques. But the scope of CSR goes beyond more than just charity, donations to development organizations or seasonal awareness campaigns.

Today, as companies struggle to come to terms with harsh economic realities, questions are being raised on whether there is any good in doing good, business-wise.

There is ample evidence that no matter the state of the economy, investment in CSR is a necessity – and an opportunity. In a study conducted by YouGov Siraj on behalf of National Commercial Bank of Saudi Arabia, more than half the respondents (56 per cent) felt that CSR attracts new investors and another 62 per cent believed that CSR facilitates the development of a stronger relationship with the organization.

The 2009 Edelman goodpurpose Consumer Study, which surveyed 6,000 consumers in 10 countries, revealed that 57 per cent of consumers chose a brand or company because of its CSR initiatives. If the quality of a product or service is the same, more than 65 per cent would readily switch to a brand that supports a good cause.

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.

While one would think that recessions diminish the CSR effect, it’s quite the contrary. In 2009, according to the Edelman study, 64 per cent of global respondents said they would recommend a brand that supports a good cause, up from 52 per cent in 2008. The need to be an ethical and responsible company today is greater than ever.

Redefining social responsibility

In a region known for its predisposition to philanthropy at an individual, corporate and government level, it’s not hard to find numerous examples of community support through financial aid.

Especially during Ramadan, the traditional month of giving, all entities big and small do their part for the community, often without publicity, as is the Islamic tradition. But there’s more to CSR – and things are changing fast towards the global norms.

CSR in the region is moving in many instances from ad hoc activities driven by individual company founders, to a strategically aligned, competency-based activity framed by the company’s overall corporate responsibility strategy, according to Maria Sillanpaa, founding director of the Sustainability Advisory Group.

“Philanthropy aside, the region is now clearly acknowledging that corporate responsibility goes well beyond the cheque book,” she says.

The genuine concern leaders in the Middle East have for responsible business was evident at this year’s World Economic Forum. “Business needs to invest in society,” said Fadi Ghandour, founder and CEO of the Jordan-based logistics company Aramex International. “If we don’t act responsibly, who will pay the cost?”

“We are not late, but we are running fast in trying to bring social responsibility to our society,” said Mohammed Alshaya, executive chairman, Alshaya Group, Kuwait. Ahmed Mahmoud Nazif, Prime Minister of Egypt, noted that social responsibility is not just about taking care of the environment; it is about taking care of the whole society. As the need to have solid CSR planning and implementation is being realized, interesting case studies are emerging in the region.

CSR as part of brand values – the regional experience

Governments across the GCC and the Middle East are increasing their investment in community development with brands like Qatar Foundation and Dubai Cares helping local and global communities. From a marketing point of view, CSR activities are being conducted by businesses as part of their brand mandate.

In the retail sector, a brand that is doing CSR in a whole new way is Dubai-based THE One, or the ‘Total Home Experience’ brand. Its stated purpose is “to change the world together”.

Thomas Lundgren, the founder of THE One and winner of the CSR Leadership Award at the CSR Summit Awards, believes: “Whatever you do, if it’s not built into the vision or values of your company, it will never stick.” The brand trains and employs special needs staff, encourages staff volunteering, and has special products which can be bought to contribute to its CSR efforts.

With stores in Bahrain, Jordan, Kuwait, Qatar and the UAE currently, THE One aims to run 99 stores by 2020 to support 99 villages around the world through its Onederworld initiative. The first project is the Pimbiniet community in Kenya where the company is building schooling facilities, digging wells, eliminating child labor and creating volunteering opportunities. “It’s about engaging with society on a significant level and empowering our communities to evolve as a by-product of our core business.” THE One has a dedicated project blog at www.theonederworld.com where pictures and videos of the progress of the project are posted regularly.

In the technology arena, the region’s largest managed ICT cluster, Dubai Internet City (DIC), has focused its efforts in facilitating the exchange of ideas. It hosts the Indus Entrepreneurs (TiE) events to nurture the entrepreneurial spirit and facilitate start-up companies.

“During challenging times, DIC continues to initiate significantly valuable programs to support small and medium-sized business in the region,” says Malek Al Malek, executive director of Dubai Internet City.

DIC also supports BarCamp meetings in the UAE – an informal gathering of technology and new media professionals to share knowledge, exchange experiences and analyze new developments in their respective fields. To support the IT employment industry in the region, DIC is working with the career portal Bayt.com offering a series of CV clinic sessions for UAE professionals looking for employment.

This review is posted online at http://www.kippreport.com/2010/03/csr-good-business-or-pr-ploy/?bnr=

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/

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.

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!

“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/