Bottom Up Marketing Paperback – May 2 1990
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Top Customer Reviews
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!
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.
If you're thinking about (1)your own business or (2 driving a great idea up through your place of work, then you need to read this. If you don't get all of in on the first sweep, read it a second time. If your spouse is going into business and if they refuse to read it, then YOU read it, and grill them with questions. For your sake. For their sake. I'm eating my way through Al Ries' books right now. I only wish I had done it 5 years ago. Yes, we all have to make our own mistakes, but how come he knew all mine before I made them?
Most recent customer reviews
I found this book to be an excellent resource. These two authors have written two other incredible titles which I also recommend: 'Positioning: The Battle for your Mind' and 'The... Read morePublished on July 14 2000 by Michael Delaware
This book is a great asset to any VP of Marketing or CEO trying to increase sales by expanding into several markets that have the one, two and three positions already held by... Read morePublished on Aug. 17 1999