| 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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Bottom-Up Marketing Paperback – May 1, 1990
| Al Ries (Author) Find all the books, read about the author, and more. See search results for this author |
| Jack Trout (Author) Find all the books, read about the author, and more. See search results for this author |
| Price | New from | Used from |
- Print length240 pages
- LanguageEnglish
- PublisherPlume
- Publication dateMay 1, 1990
- Dimensions5.25 x 0.5 x 8 inches
- ISBN-100452264189
- ISBN-13978-0452264182
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About the authors

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.

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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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 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."









