Shel Horowitz Books

Horowitz offers the latest addition to the deluge of morally-centred business tomes. In one way, it's an overturning of traditional corporate wisdom -- see your competitors as your allies, not your adversaries, Horowitz suggests -- but it's also something we've been hearing an awful lot of lately: build meaningful relationships with your customers, view your employees as your partners and so on. Nevertheless, the arguments are all sound and illustrated with the customer-obsessed success stories of ventures like Saturn and Nordstrom. Horowitz is at his best when displaying his canny understanding of the media world, advising how to fit your business's message with the media's need to produce timely, relevant stories.

Horowitz's key assumption is that the diverse entrepreneurs who need this book will have one thing in common - they won't have much money to spend on marketing efforts. This revised edition of "Marketing Without Megabucks" (1993) offers some grassroots tips.

Two masters of marketing share their most powerful success strategies to help you thrive. Discover how to reduce marketing costs and increase profits by adopting green and ethical practices. Learn to transform customers, suppliers, and even competitors into your unofficial sales force. Gain insights on converting business contacts into valuable joint-venture partners. Cut advertising expenses while boosting revenues through social media, traditional media, and innovative thinking—potentially getting paid for your marketing efforts. Utilize the Magic Triangle and the Abundance Principle to accelerate your success. This resource serves as a roadmap for flourishing as a green, ethical business in both challenging and prosperous times. "A playbook for companies that want to succeed in a world where integrity and transparency trump slick slogans. This is a gem that should be required reading—not just for so-called green marketers, but for any marketer who wants to succeed in today's economy, and tomorrow's." —Joel Makower, Executive Editor, GreenBiz.com, and author, Strategies for the Green Economy. "Very wise words from very wise men. Shel and Jay are seasoned marketing pros who not only talk the talk, but walk the walk . . . Follow the advice of this book. Your current customers, your new customers, and your bank account will be richer for it." —Bob Burg, author, Endless Referrals, and coauthor, The Go-Giver.