By Jay Conrad Levinson, Jeannie Levinson

Construct advertising momentum, outsmart your opponents, and win the long term conflict for mindshare and revenues in 30 maneuvers—all within, battle-tested, and able to hire. the daddy of Guerrilla advertising, Jay Conrad Levinson, and Jeannie Levinson, President of Guerrilla advertising overseas, bring a no-nonsense, take-no-prisoners plan to generating speedy advertising and marketing effects with out eating you money or squandering precious time.

From providing a powerhouse elevator pitch to gaining knowledge of media, each one maneuver is a advertising undertaking comprehensive.

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Additional resources for Guerrilla Marketing Field Guide: 30 Powerful Battle Maneuvers for Non-Stop Momentum and Results

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Sometimes one may even wonder whether we have sufficiently delineated the core of knowledge necessary to progress on the road of international marketing theorizing. Our methodological advances, frequently with a massive attention to dataanalytic methods, may have been greater than our efforts to build the appropriate conceptual foundations. How then can progress in international marketing conceptualization be achieved-even by way of discovering the existence of more black boxes 26 MARKETING ASPECTS OF INTERNATIONAL BUSINESS than we have previously known?

Back in 1922, Cherington wrote that he could not find a satisfactory term that comprised all the activities that have to be performed for moving goods from primary producer to ultimate consumer. That satisfactory word still does not exist. We still make do with the term marketing and make it serve the development in our thinking. But let us not forget that it is basically about making goods and services flow, however complicated we make it 24 MARKETING ASPECTS OF INTERNATIONAL BUSINESS through additional rules, regulations, norms, ethical considerations, politics, ecology, and other influences and developments.

This suggests that we may want to turn, inter alia, to the disciplines explaining international economic relationships and exchange processes, in order to look for concepts and empirical results which might be integrated into more macro-oriented conceptualizations of international marketing. Of course, this synthesizing effort would be greatly facilitated if INTERNATIONAL BUSINESS THEORY AND MARKETING THEORY 27 there would already be a stronger macro orientation also in recent marketing theorizing.

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