Bottom-up Marketing (Plume) (Paperback)

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Editorial Reviews

Product Description

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.

Product Details

• Paperback: 240 pages
• Publisher: Plume (May 30, 1990)
• Language: English
• ISBN-10: 0452264189
• ISBN-13: 978-0452264182
• Product Dimensions: 7.9 x 5.3 x 0.6 inches
• Shipping Weight: 7 ounces
• Average Customer Review: 4.6 out of 5 stars  See all reviews (11 customer reviews)
• Amazon.com Sales Rank: #210,769 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

9 of 9 people found the following review helpful:

5.0 out of 5 stars Top notch, timeless, frighteningly clear, March 15, 1999

By A Customer

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?

7 of 8 people found the following review helpful:

5.0 out of 5 stars An Excellent Book With Great Examples, July 14, 2000

By	Michael Delaware (Battle Creek, Michigan USA) - See all my 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 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.

6 of 7 people found the following review helpful:

4.0 out of 5 stars A direct hit on the problems that plague most companies., August 17, 1999

By A Customer

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?