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Foreword. Part I: It's a Jungle out There - Be a Guerrilla. Chapter 1: Entering the Jungle: An Introduction to Guerrilla Marketing. Chapter 2: Scoping Out Your Options. Chapter 3: Guerrillas Plan, Too: Developing Your Marketing Plan. Chapter 4: Thinking Like a Guerrilla. Chapter 5: Bringing in the Big Guns: Guerrilla Marketing Firms. Part II: Marketing at Street Level. Chapter 6: Hitting the Street with Street Teams. Chapter 7: The Spectacular! Publicity Stunts. Chapter 8: Events and Experiences. Part III: Opportunities All around You: Nontraditional Media. Chapter 9: Out in the Fresh Air. Chapter 10: Going Indoors. Chapter 11: Using and Innovating New Media. Part IV: Driving It Home: From the Street to Your Site. Chapter 12: Different Methods to Online Madness. Chapter 13: Creating Your Online Presence. Chapter 14: Getting Social. Part V: If a Tree Falls in the Woods ...The Power of the Press. Chapter 15: Identifying Your Outlets. Chapter 16: Becoming a One-Person Public Relations Outfit. Chapter 17: Hiring Publicists and Public Relations Peeps. Part VI: You Scratch My Back. Chapter 18: Meeting of the Minds. Chapter 19: Cross-Promotional Partnerships. Chapter 20: Giving Back: Adding a Cause-Related Tie-In. Part VII: The Part of Tens. Chapter 21: Ten Practically Perfect Campaigns. Chapter 22: Ten Reasons We Love Guerrilla Marketing - And Why You Will, Too! Chapter 23: Ten Obstacles to Avoid When Going Guerrilla. Index.
Jonathan Margolis and Patrick Garrigan bring the expertise that they've developed within the michael alan group, a recognized leader in nontraditional marketing. Holding more than 2,000 events annually, the firm works primarily with entertainment and lifestyle brands, specializing in innovative, street-level initiatives across the country.