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Al Ries

Jack Trout

Bottom-Up Marketing Paperback – May 1, 1990

by Al Ries (Author), Jack Trout (Author)

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Offers revised thinking on management practice, emphasizing tactics, rather than arbitrary decision making, to guide strategy, and contains step-by-step procedures for a marketing campaign

Print length

240 pages
Language

English
Publisher

Plume
Publication date

May 1, 1990
Dimensions

5.25 x 0.5 x 8 inches
ISBN-10

0452264189
ISBN-13

978-0452264182
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Al Ries
121
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87 offers from $1.44
Al Ries
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Al Ries
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AL RIES AND JACK TROUT
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Al Ries
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Al Ries
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Al Ries
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Seth Godin
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Jack Trout
87
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89 offers from $2.43
Al Ries
836
Paperback
140 offers from $1.49

Product information

Technical Details

Publisher

‎Plume; Reprint edition (May 1, 1990)

Language

‎English

Paperback

‎240 pages

ISBN-10

‎0452264189

ISBN-13

‎978-0452264182

Item Weight

‎8 ounces

Dimensions

‎5.25 x 0.5 x 8 inches

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About the authors

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Al Ries
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Al Ries is a legendary branding strategist, bestselling author and originator of the concept of Positioning.
In 1972, Al co-authored the now infamous three-part series of articles declaring the arrival of the Positioning Era in Advertising Age magazine. The concept of positioning revolutionized how people viewed advertising and marketing. Marketing was traditionally thought of as communications, but successful brands are those that find an open hole in the mind and then become the first to fill the hole with their brand name.
Since 1994, Al has run Ries & Ries, a consulting firm with his partner and media darling daughter Laura Ries. Together they consult with Fortune 500 companies on brand strategy and are the authors of five books which have been bestsellers around the world. They have traveled to over 60 countries from Chile to China and India to Indonesia teaching the fundamental principles of marketing.
When Advertising Age magazine choose the 75 most important ad moments of the last 75 years celebrating the publication's 75th anniversary. The emergence of positioning came in at number #56. Ad Age commented on how the concept remains just as relevant in today's environment, "The positioning era doesn't end. What became a part of the marketing lexicon in the early '70's holds its own in the textbooks of today."
Al currently writes a monthly marketing column for AdAge.com and appears on the RiesReport.com. Al's favorite activities include snorkeling, horseback riding and driving with the top down. He resides in Atlanta, Georgia, with his wife, Mary Lou.
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Jack Trout
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Jack Trout is the president of Trout & Partners, a marketing firm with offices in 14 countries. The author or coauthor of numerous bestselling books, Jack Trout is responsible for the freshest ideas in marketing in the last 20 years. His concept of "positioning" has become the world's number-one business strategy.
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Customer reviews

5 star		77%
4 star		13%
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2 star		10%
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Long and Short

Brilliant idea that has saved me from Visionaries

Reviewed in the United States on February 3, 2022

Verified Purchase

Visionaries want you to start from a lofty strategy and with the help of this book I avoid them. Ask what's working?

Reviewed in the United States on June 26, 2017

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Great marketing book! It is funny, full of insights, and written in a light fashion. I definitely recommend this material if you're a CEO or a marketer.

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JC

I believe its the best Marketing book ever written...

Reviewed in the United States on March 17, 2015

Verified Purchase

Its examples are dated for sure but regardless I find it to be the best marketing book, besides Positioning, by the same authors.

One person found this helpful

Helpful

Anurag Gupta

insightful, practically effective, easy read

Reviewed in the United States on November 2, 2004

Traditional approach is for executives to define the strategy and for the middle management to follow through with execution and tactics. The authors describe that the more effective approach is for an executive to be on the front line working with the customers. This is because a strategy developed in relative isolation from customers is unlikely to leverage off of the company's positioning in the customer's mind. The executive's objective would be to identify the competitive mental angle or the position / niche his company holds in the customers mind. This leads to identifying a simple differentiating tactic. Examples include pizza delivery time (Domino's) or "we're #2; we try harder" (Avis). This approach becomes highly effective when the executive uses the simple winning tactic as a lightning rod to gather and focus the entire company's energy. This involves continuous improvements in processes, products, positioning towards the singular goal of penetrating deep into customer's mind via the beachhead that was initially identified. Contrary to most models, a strategy is developed from a winning tactic by seeking broad input from customers and a variety of stakeholders; however, execution, planning, and marketing are carefully controlled and coordinated in a precise military fashion to surgically deepen the penetration in a customer's mind. The emphasis is on fixing things within the organization to match the meaning already present in a customer's mind rather than spend a lot of resources ineffectively to change a customer's mind.

4 people found this helpful

Helpful

wing-sze TAI

Make a plan at another angle

Reviewed in the United States on February 18, 2002

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!

7 people found this helpful

Helpful

Andrew Everett

Competitive Mental Angle

Reviewed in the United States on September 22, 2008

Tactics should dictate marketing strategy. While this may sound backward, the authors explain why it makes sense.

The tactical battle takes place in the consumer's mind. Ries and Trout define a marketing tactic as "a competitive mental angle."

Strategy is internally focused: how to organize the company to take advantage of the tactical opportunity.

Planning is bottom-up, but execution is top-down. Once you have a coherent marketing direction -- a strategy -- don't let individual players change it.

The authors explain that the best ideas are obvious. "They're best because they quickly connect with customers and prospects. They can be implemented in the mind with minimal investment."

Helpful

Michael Delaware

An Excellent Book With Great Examples

Reviewed in the United States on July 14, 2000

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.

10 people found this helpful

Helpful

José A. Sánchez Villanueva

A nice book to be read but with limited new ideas

Reviewed in the United States on August 17, 2000

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?.

7 people found this helpful

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Top reviews from other countries

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pino casale

libro usato ma praticamente nuovo

Reviewed in Italy on April 26, 2018

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il libro che ho ordinato è usato ma , grande sorpresa oggi è praticamente nuovo. E' un libro che non è più in commercio e lo cercavo da tanto. risponde alla grande alle mie aspettative. grazie

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MacGregor

Trying and trying too hard

Reviewed in the United Kingdom on February 8, 2012

Verified Purchase

Extremely disappointing book, while America undoubtably writes the best commentries on business, being American is little assurrance that a book is good. I struggled to find anything new that was not around in the 1980's from the likes of Trout and Reis. Really the book is by a consultant trying to sell his consultancy being complacent beyond content; the reality that this is a multi reprint assures one the target of the book is for lesser experienced students, who like being addressed as future CEO's, rather than for the already experienced looking for inspiration. The glossary is daft in its scope in a field that seldom allows two to agree on the basic terms such as 'sales' and 'marketing'. Brand creation is about the future, that the book does not mention smart barcodes or smart-phones clearly indicates the author is more interested in history than the future, which makes it less than 'fit for purpose. The pandering and promotion of other consultants seems part of the unwritten pack of these fellowsto promote each other's books so they in turn will review their own kindly. All that said I would still read it if one has a serious interest in the front end of business, but then firelighting would be ecological than weighing shelves

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Jack Trout

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