Streetfighter Marketing
The Slutskys (How To Get Clients, Warner, 1992) here contribute another book on low-cost, high-impact marketing for all sizes of business enterprise. The authors emphasize outmarketing your competition without outspending them by narrow-casting and micromarketing as well as being inventive in your overall approaches. They recommend taking advantage of each part of your network to cross-promote your products or services. Many types and forms of promotion are considered: events, merchant certificates, direct mail, and telephone, radio, print, and outdoor promotion. Each promotion possibility is considered fully, with descriptions of various examples as well as a couple of case histories. Lucidly written and free of jargon, this practical book is written for those just entering a business as well as the libraries that serve them.Littleton M. Maxwell, E. Claiborne Robins Sch. of Business, Univ. of Richmond, Va.Copyright 1994 Reed Business Information, Inc.