Effective marketing—and effective shoestring marketing in particular—is an evolutionary process. The marketing gurus of the early '90s, for example, tore asunder most of the marketing truisms espoused by their forefathers. "Sell the sizzle not the steak," was the well-known battle-cry of the pre-'90s marketing cadre. But selling "sizzle" is a myth, writes Jay Levinson in his 1989 book, Guerrilla Marketing Attack. "Sell the solution and not the sizzle," he says—the enlightened consumers of the 1990s and today are looking for solutions to everyday problems and will buy products and services that best meet common needs.
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