The greenest thing about a new book called Guerrilla Marketing Goes Green by Jay Conrad Levinson and Shel Horowitz (John Wiley & Sons, 2010) is the color of the cover.
There is one chapter mid-way through the book that is less than 20 pages long that explores green marketing. The remainder of the book is really just a repeat of some of Levinson's and Horowitz's other marketing books. There is nothing new in this book except a few added chapters on marketing with a social cause and using social media.
The authors do explain the fact this book is "based heavily on Shel's earlier book Principled Profit: Marketing That Puts People First." Unfortunately people who buy the book based on the title will be greenwashed by the promising title.
Both authors write good books. This book just does not live up to its title. The only green marketing tips that are useful are from a section called Turn Green into Gold and include the following tips on making green an organization-wide effort by:
• Green your operations.
• Green your marketing.
• Green your stakeholders.
The book was disappointing to say the least in its delivering of green marketing theories, ideals, practices and promises.