Sep 10, 2013

Guerrilla Marketing Research. Kind of Review

 "Guerrilla Marketing Research ", Robert J.Kaden - Will be the first book that I´ve read during this university year.

First of all, I have to tell that this term of "Guerrilla Marketing" were absolutely new for me, and which means a new type of marketing that wikipedia presents in this way:

"An advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The term guerrilla marketing is easily traced to guerrilla warefare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment."
Ok. I thought that it would be really great to read something more about that and so I chose the book. FAIL.



First Fail. - The second important word: RESEARCH. I dnd´t thought of it, so the whole book is about research tactics and methods etc.

Second Fail: Not mine this time, but the authors. I will briefly explain what I dnd't like, and why I won't read the second book.
- There isn't anything new and creative
- During the whole book the author just tries to "sell himself"
- The author is sure that after 100 times saying that the research is VERY important in marketing, he still needs to say it at least another 100 times
- The author is so sure that noone wants to do the research before making a business/marketing plan, and of course he thinks there aren't other hundreds of books about that, so he keeps on repeating the same all the time...

Basically I'm done.

Just one last idea: At least I understood that nowadays if you desperately want to sell your services, you have to write a book. And YES - I didn't do a research to see how many of these books have been sold (I got too annoyed by reading about the process, even if I am FOND of doing all kind of researches), I sincerely think that this book is not better that whatever material you can find for free in internet about different types of research. A normal, all life all time research. There were nothing of the Guerrilla Marketing research, not one new method at least.

So now I have already chosen 3 other books to read, hope that this time the experience will be more satisfying.

Bye, My Beautiful Readers!

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