Ronald Geskey has a new book out called "David vs. Goliath, Guerrilla Media Buying for Small Business," which purports to teach small business operators who to defeat larger competitors through efficient and smart use of the media. He aims to provide step-by-step methods to increase media efficiency, and covers everything from "television, print, radio, internet, direct mail as well over 60 non traditional media approaches." The publisher says the book "provides clear steps on how to negotiate traditional and non traditional media buys to get substantially more media exposure for the budget."
RBR observation: We thought maybe it wouldn’t hurt to know how small businesses may want to use your services and how they might approach negotiations. Geskey’s book is available at various online bookstores.