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Title: Bottom-Up Marketing by Al Ries, Jack Trout ISBN: 0-452-26418-9 Publisher: Plume Pub. Date: May, 1990 Format: Paperback Volumes: 1 List Price(USD): $13.95 |
Average Customer Rating: 4.43 (7 reviews)
Rating: 4
Summary: Make a plan at another angle
Comment: I can learn a lot of insights from this book. It teaches us how to make a plan at another angle. Unlike the traditional top down approach that decide what to do (strategy) and then how to do it (tactics), Trout and Ries suggest that tactics dictate strategies, which is "Bottom up marketing".
As bottom up managers first find a tactic that will work in the mind and then build it into a strategy (they work from the specific to the general), it is easier for them to exploit new opportunities, which is different from the top down managers that they are limited in the existing market. But remember to focus on only one tactic! Do better with less!
Bottom up marketing also emphasizes on change in the organization so as to find new opportunities in the market. Unless there is change in name, product, service, price but not mind or market, any strategy is unlikely to be successful.
Throughout the book, examples are widely used to show us the success of organizations that conduct bottom up marketing and the failure of those who conduct top down marketing, making it easier to understand.
Read it and try to plan at another angle!
Rating: 4
Summary: Glass house strategy vs reality
Comment: Unlike "The 22 Immutable Laws of Marketing", Bottom Up Marketing is not merely a re-hash of "Focus" and "Positioning".
The core focus of this book is the distinction made between strategy and tactics in marketing. A grand strategy is often created that is perfect and executed flawlessly - in the minds of those who create it - The details (tactics) will of course fall into place. This, contend the authors, is how many a marketing campaign is carried out, often without the smashing success expected.
Bottom-Up Marketing is just that, developing a marketing strategy from the bottom up. A successful strategy can be crafted only after the needs, wants, and minds of the consumers are understood. Once the opportunity is identified, tactics are developed to satisfy the need, focus and refine the actions of the company. Once a realistic picture emerges, a strategy can be created such that the entire organization can take the correct actions and take advantage of opportunities that actually exist.
Intelligence about the marketplace and opportunities presented within must come directly from the source, those on the front lines in touch with consumers. Strategy and resource allocation comes from the top.
It's a good book with a clear simple message, combined with a dash of Trout and Ries' humor.
Rating: 4
Summary: A nice book to be read but with limited new ideas
Comment: This book has only a couple of new ideas. The rest come from "Positioning". The concept of bottom-up is nice but I am not sure if that's a new concept or a redefinition on tactic and strategy. Obviously, either of tactic and strategy must work. Otherway, something is wrong. The idea of bottom-up could be stated as a redefinition of tactic (as the key competing concept) and strategy (as the modeling of the organization to be able to run and follow the tactic). If so, the flow is down-up. On the other hand, authors are too much focused on the mental positiong concept. Tactics (or strategies if you prefer) could arise from many other sources. I recommend reading "the mind of strategist" as another way of looking for competing striking concepts. All in all, this book is nice and easy to read and some ideas can be got from it. I specially enjoy its saying as "the road to a disaster is paved with improvements" or "most of the guys in the exciting fire line fall, while the others remain" (by the way, where do you prefer to be?). They comprise usefull advises for surviving within a company, or do you have a different goal?.
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Title: Marketing Warfare by Al Ries, Jack Trout ISBN: 0070527261 Publisher: McGraw-Hill Trade Pub. Date: 01 November, 1997 List Price(USD): $12.95 |
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Title: Positioning: The Battle for Your Mind by Al Ries, Jack Trout ISBN: 0071373586 Publisher: McGraw-Hill Trade Pub. Date: 13 December, 2000 List Price(USD): $10.95 |
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Title: The 22 Immutable Laws of Marketing : Exposed and Explained by the World's Two by Al Ries ISBN: 0887306667 Publisher: HarperBusiness Pub. Date: 27 April, 1994 List Price(USD): $15.95 |
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Title: The 22 Immutable Laws of Branding by Al Ries, Laura Ries ISBN: 0060007737 Publisher: HarperCollins Pub. Date: 17 September, 2002 List Price(USD): $18.95 |
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Title: Focus : The Future of Your Company Depends on It by Al Ries ISBN: 0887308635 Publisher: HarperBusiness Pub. Date: 18 June, 1997 List Price(USD): $15.95 |
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