“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)