Money Making Marketing, Revised

by Jeffrey Lant

Book Overview

No Synopsis Available.

• Format: Paperback
• Language: English
• ISBN: 0940374196
• ISBN13: 9780940374195
• Release Date: January 1991
• Publisher: J A B Publishing Company
• Length: 286 Pages
• Weight: 1.89 lbs.

Customer Reviews

Superior to Guerilla Marketing

Jay Conrad Levinson, the author of "Guerilla Marketing" enjoys a deserved status as an expert marketing teacher - yet this book is a superior how-to text with considerably more usable information than Levinson's book. Yet reviewers fawn and gush about Levinson and ignore Lant, just as they sing the praises of Robert Chialdini on the topic of Persuasion and ignore Robert Dawson's awesomely practical book on the subject. I have nothing against Levinson and Chialdini - they are respected authorities for good reason - I am merely making a point. Could it be that everybody wants to read what everybody else is reading? Even if they are being spoon-fed the material? Dr. Lant is much-maligned - mostly I think by people who lack the attention-span to actually read his stuff. This book is not easy reading. It is printed in a large format and the margins are thin. I counted 22 words on a random line of text in the book - while a random line in my copy of "Guerilla Marketing" has 10 words. The books are about the same thickness - yet Lant's book has about 2.5 times the information - in which he gets very specific about HOW-TO DO MARKETING. In reality most people probably would prefer a marketing book to be succinct and easily digested and lacking in the specificity of this one. "If I read a book and get one good idea for my business from it then it's a good book" they say, and blithely recommend some business books that are simpleminded and vague of in terms real-world applicability. Real bathroom-reading stuff. Lant's book is very specific and long on real-world applicability and if you are to read it you will be probably be dismayed at the multiple steps he describes in researching, planning, and executing a marketing plan that reaches a lot of people very effectively and very cheaply. "I like my marketing simpler, more concise" you might say, and dispense with the research and surveys and go ahead and sell the world on your better mousetrap with a big smile and a plan scibbled on the back of a napkin. You would be a fool. And Lant would tell you so. As would I. This book has lots of detail on aspects of marketing, selling, follow-up, getting publicity. It is somewhat out of date - mine is the 2nd edition and mentions the internet not at all. Still it is a field guide of HOW-TO get your name out there, get speaking engagements and ceaselessly promote yourself. It tells you how to size up your competitors and defeat them in the marketplace. This is not a "nice boy" book for people who believe in the fairy tale of endless prosperity for dunderheads - yes, success in marketing a product or service requires tremendous discipline and use of energy on a consistent, ongoing basis - most distasteful to the legions who simply want to "get rich" in as quick and painless a way as possible. I read other books - Tony Robbins, et al. for enthusiasm and inspiration. For practical advice delivered in a no-nonsense way Dr. Lant is a ver