- Series: Plume
- Paperback: 240 pages
- Publisher: Plume; Reprint edition (May 30, 1990)
- Language: English
- ISBN-10: 0452264189
- ISBN-13: 978-0452264182
- Product Dimensions: 5.3 x 0.6 x 8 inches
- Shipping Weight: 14.4 ounces
- Average Customer Review: 4.7 out of 5 stars See all reviews (12 customer reviews)
- Amazon Best Sellers Rank: #964,593 in Books (See Top 100 in Books)
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Bottom-up Marketing (Plume) Paperback – May 30, 1990
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Top Customer Reviews
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?
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?
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!
Most Recent Customer Reviews
Its examples are dated for sure but regardless I find it to be the best marketing book, besides Positioning, by the same authors.Published 17 months ago by Chyna Honey
I always refer this book to my marketing colleagues. It applies very well to high tech, which changes very quickly. Read morePublished on February 25, 2009 by Lynn M
Tactics should dictate marketing strategy. While this may sound backward, the authors explain why it makes sense. Read morePublished on September 22, 2008 by Andrew Everett
It's like drinking a glass of chilled water while crossing a marketing desert land. Crisp, clear and to-the-point. Read morePublished on July 20, 2007 by Kishore Dharmarajan
Unlike "The 22 Immutable Laws of Marketing", Bottom Up Marketing is not merely a re-hash of "Focus" and "Positioning". Read morePublished on October 14, 2001 by Adam F. Jewell
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 morePublished on August 17, 2000 by José A. Sánchez Villanueva