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The Guerrilla Marketing Handbook
by
This book will guide marketers into the world of positioning and selling products and services. The authors lead the reader step by step through the process of developing a marketing campaign. They offer detailed descriptions of more than a hundred marketing tools from contests to affinity programs, from direct mail to billboard advertising. Anecdotes, graphics, and rules
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Although the book was published in 1995 and some of the info is outdated, it's still a great informative book and a good book to read. The book encourages you to make a marketing plan and walks you through it step by step. The material is explained clearly, with examples, and represents techniques that work in business for you. It's also packed with practical examples of marketing that deliver results.
An optional-read book on marketing for the knowledge worker, manager, executive, or entrepreneur.
creative marketing methods
I love this whole series, and tell stories from this book all the time to demonstrate lateral thinking.
Though still relevant, this book is missing a relevant discussion of using the web (ethically) for promotion
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