From the bestselling authors of Marketing Warfare comes another winner that turns conventional views of marketing upside-down, presenting a step-by-step approach to turn an effective tactic into an overall business strategy.
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Most Helpful Customer Reviews
11 of 11 people found the following review helpful
By A Customer
Format:Paperback
If you or your spouse is going into their own business, then this is the book to read. It breaks down a lot of the self-deception and wishful thinking that most people engage in before they step into the harsh reality of owning their own business. I would have been skeptical about their "20-20 vision of hindsight" but for the fact that their assertions so closely matched the experiences I had in my own start-up. It was like as if they did a thesis on all the mistakes I personally had made.
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?
10 of 11 people found the following review helpful
Format:Paperback
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 22 Immutable Laws of Marketing'. This book ties in with these two and builds on them. The information in this book is quite useful, and the authors give great examples that illustrate their point. I found this to be an easily understandable text that was immediately useful. This book covers important tools such as monitoring trends, focusing your product line to claim a niche of the market and exploit it ahead of your competition, as well as how to build a successful marketing program with a sound foundation and carry out its successful execution. A lot of great basics are included here.
7 of 8 people found the following review helpful
By A Customer
Format:Paperback
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 competitors. This clear and simple approach, if followed can allow a company to make a successful and lasting impact on the one market or segment.
The message is clear. Keep focused and attacck with the ONE tactic and strategy that supports it; do not try to be everything to everyone. To many companies and people in those companies beleive they can do it better with more, well this book gives them the framework to do it better with less!
I have some questions. Did the authors tactic of writing these books work in attracting the specifically targeted accounts? What was their strategy?
Most Recent Customer Reviews
5.0 out of 5 stars
Classic book, easy to read,
I always refer this book to my marketing colleagues. It applies very well to high tech, which changes very quickly. Read more
Published on February 25, 2009 by Lynn M
5.0 out of 5 stars
Competitive Mental Angle
Tactics should dictate marketing strategy. While this may sound backward, the authors explain why it makes sense. Read more
Published on September 22, 2008 by Andrew Everett
5.0 out of 5 stars
Top-Up Read
It's like drinking a glass of chilled water while crossing a marketing desert land. Crisp, clear and to-the-point. Read more
Published on July 20, 2007 by Kishore Dharmarajan
5.0 out of 5 stars
insightful, practically effective, easy read
Traditional approach is for executives to define the strategy and for the middle management to follow through with execution and tactics. Read more
Published on November 2, 2004 by Anurag Gupta
4.0 out of 5 stars
Make a plan at another angle
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... Read more
Published on February 18, 2002 by wing-sze TAI
4.0 out of 5 stars
Glass house strategy vs reality
Unlike "The 22 Immutable Laws of Marketing", Bottom Up Marketing is not merely a re-hash of "Focus" and "Positioning". Read more
Published on October 14, 2001 by Adam F. Jewell
4.0 out of 5 stars
A nice book to be read but with limited new ideas
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... Read more
Published on August 17, 2000 by José A. Sánchez Villanueva
5.0 out of 5 stars
A great book
I have owned this book for several years, and it is the one book that I always tell anyone who is in business or wants to start one to read. Read more
Published on October 14, 1998 by eprice@mindspring.com
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