How to Flip Marketing on its Head: Five 'Marketing Heresies' to Build a Business

A "marketing heretic's" favorite tactics: Five truths you won't learn in business school.

Hadley, MA (PRWEB) November 21, 2005 -- When most businesses think about a marketing strategy, all they think about is buying their way out of the problem through ads, expensive PR campaigns, direct mail, etc.

"And that's the least effective and most expensive approach--there are much better ways," says Shel Horowitz, award-winning author of Principled Profit: Marketing That Puts People First and Grassroots Marketing: Getting Noticed in a Noisy World. Horowitz, an ethical and frugal marketing expert, is a self-described "marketing heretic" who has helped hundreds of people build their business with his ethical, frugal, and admittedly "contrarian" methods. These are five of Horowitz's favorite "marketing heresies":

How to get paid directly to do your own marketing; it doesn't have to be an expense
Why "nice guys" (of either gender) don't finish last
How to turn customers--and even competitors--into your "secret sales force"
It's easy to get national publicity, even for the very smallest businesses
Why market share simply doesn't matter for most businesses

"You won't find this approach in many MBA programs," Horowitz says. "Too many use approaches that just won't work for small businesses with limited budgets--and that don't recognize how the business environment has shifted in the last twenty years or so."

Does his approach work? Horowitz has been covered in numerous national media (see ), and a Google search for his name brings up 39,600 hits (as of November 13, 2005)

Journalists: Horowitz is available for interviews, and review copies are available. For an expanded version of this release with details on the five heresies, please visit

Contact: Shel Horowitz, 413-586-2388

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