Bottom-Up Marketing

by Al Ries, Jack Trout

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

Genres: Business, Nonfiction

240 pages, Paperback

First published January 1, 1988

About the author

Alfred Paul Ries was an American marketing professional and author. He was the cofounder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries is credited with resurrecting the idea of "positioning" in the field of marketing.

Reviews

[Dmitry · Rating 2 out of 5]

(The English review is placed beneath the Russian one)

Главная и единственная претензия у меня к этой книги состоит в том, что авторы ничего нового не пишут. Так как и Райс и Траут любят повторять свои идеи из раза в раз, то и в этой книге они повторяют всё то, что написали в те далёкие 80-ые. Это означает, что в принципе, книгу нет смысла читать ни тем, кто прочёл основные/самые известные книги этих двух авторов, ни даже тем, кто вообще ничего не читал у этих авторов. Я бы даже отметил, что в этой книге, авторы хоть и приводят несколько новых примеров, но делают это в совокупности с довольно неудачным решением включить в книгу слишком много тем. В итоге книга получилась обо всём и ни о чём конкретно.

Книга состоит из небольших глав на полстраницы из-за чего и возникло у меня ощущение, что авторы решили предложить читателю краткий обзор всех своих основных мыслей на тему маркетинга как такового. К сожалению, после прочтения книги, у меня возникло ощущение, что книга больше об общих принципах построения маркетинга, нежели о конкретном инструменте или методе, чему посвящены были книги «Differentiate or Die: Survival in Our Era of Killer Competition», «Marketing Warfare», «Positioning: The Battle for Your Mind» и даже «The Power of Simplicity» и «Big Brands, Big Trouble: Lessons Learned the Hard Way». В этой книге авторы решили в двух словах описать, как с их точки зрения должен думать маркетолог (в основных вопросах связанных с маркетингом). Я думаю, такая попытка дать читателю маркетинговые костыли, считая, что в ином случаи читатель не поймет, что и как делать, довольно ошибочная. Да и скорее истинной целью авторов было заработать ещё немного деньжат, нежели написать что-то по-настоящему стоящее. Чувствуется, что главные и единственные работы - Positioning: The Battle for Your Mind, Marketing Warfare - написанные авторами совместно, они уже написали, после чего либо эго не позволяло им написать совместно что-то новое и удачное, либо просто у этих двух авторов получаются неплохие книги только когда они пишут врознь (например, «The Power of Simplicity» или «The Fall of Advertising and the Rise of PR»).

My main and only complaint with this book is that the authors do not write anything new. Both Ries and Trout like to repeat their ideas from time to time. In this book, they repeat everything they wrote in the 80s. This means that, in principle, the book makes no sense to read, neither for those who have read the main/most famous books by these two authors nor even for those who have not read anything by these authors at all. I would even point out that in this book, although the authors do provide some new examples, they do so in conjunction with a rather unfortunate decision to include too many topics (in the book). The result is a book about everything and nothing in particular.

The book consists of small chapters of half a page, which gave me the feeling that the authors decided to offer the reader a brief overview of all their main thoughts on the topic of marketing itself. Unfortunately, after reading the book, I got the feeling that the book is more about the general principles of marketing than about a specific tool or method, which is what Differentiate or Die: Survival in Our Era of Killer Competition, Marketing Warfare, Positioning: The Battle for Your Mind, and even The Power of Simplicity and Big Brands, Big Trouble: Lessons Learned the Hard Way were all about. In this book, the authors decided to describe in a nutshell how a marketer should think from their point of view (in the main issues related to marketing). I think such an attempt to give the reader marketing crutches, considering that otherwise, the reader will not understand what to do and how to do (it), is quite erroneous. And it is more likely that the true goal of the authors was to make some more money, rather than to write something really worthwhile. It feels that the main and only works (Positioning: The Battle for Your Mind, Marketing Warfare), which were written by the authors together, have already been written, after which either their egos did not allow them to write something new and successful together, or simply these two authors have good books only when they write separately (for example, "The Power of Simplicity" or "The Fall of Advertising and the Rise of PR").

[Thomas Almanza · Rating 3 out of 5]

This book was pretty interesting but written more the marketing manager of a large corporation. Not bad for a few bucks at BAM though. They included several illustrations from large corporations like the car companies, Coca Cola/Pepsi, McDonalds/Burger King, and for whatever strange reasons inserted quite a few illustrations from WWII. Perhaps, its because their whole idea of marketing was based on ideas called strategies vs. tactics. All in all, the book is helpful even to a small business owner like me as it is all theory and philosophy of marketing. However, you'll have to translate it from corporate America into small business USA.

[Aya · Rating 5 out of 5]

i finish from read its good book

[Lori Grant · Rating 3 out of 5]

An optional-read book on marketing for the knowledge worker, manager, executive, or entrepreneur.

[David Weller · Rating 5 out of 5]

This book has influenced my thinking about marketing my product or service. The reader would think this book was common sense, but it is woefully neglected in today's largest corporations.

[Kaloyan Roussev · Rating 5 out of 5]

Brilliant book on marketing and business strategy