Recommended by: WiseSuit Staff In Bottom-Up Marketing, Al Ries and Jack Trout point out that many marketing campaigns are carried out by individuals at the top management level who decide to create a specific and grandiose marketing campaign whereby they create their plans from their vantage points not the customer's, and expect everything will play out in a flawless manner. Most campaigns, as a result of this type of method, never achieve the levels of success that the creators intend. As such, Ries and Trout propose Bottom-Up Marketing, whereby the marketing plans and strategies are built from the bottom up.... from the customer to the boardroom. That is, before creating a successful plan, Ries contends that the marketer needs to really think about the needs, desires and wants of consumers. When a realistic picture of this plan emerges, a more realistic strategy can be determined. Bottom-Up Marketing is an excellent resource for those who are presently involved in marketing or those who are interested in the field. Full of useful information, the authors back up their ideas with clear examples in simple language. And readers get to learn about monitoring trends, focusing a specific product line to meet a niche need of the general public, how to go about exploiting the needs of consumers beyond the capabilities and/or speed of competitors, and how to build a successful marketing program around this product or service. Applicable to a novice or even more experienced marketers, Bottom Up Marketing tackles the basics and helps more experienced marketers to rethink how they approach marketing in order to make their campaigns more successful. In a nutshell, in most campaigns the executive team of a company makes marketing decisions, sending the marketing ideas from the top down, which will then be carried out by the middlemen and field team. So Ries and Trout proclaim that a campaign has a much higher chance of success if the employees who work everyday with the customers infuse the campaign with their ideas. This is "bottom-up marketing." Another bonus to the reader is that the authors don't just tell companies to switch to bottom-up marketing; they clearly state that they understand that this kind of change in an established organization is difficult but necessary and thereffore offer helpful insights as to how this change may be successfully implemented. "You can't predict the future. So don't plan on it... The fatal flaw in many marketing plans is a strategy based on ‘predicting the future'... Seldom are the predictions obvious." - Bottom-Up Marketing It's a great read with all of these great insights interwoven with the humor for which the authors are known for. About the Authors: A marketing professor and author, Al Ries is the co-founder and chairman of Ries & Ries, the consulting firm he created with the help of his daughter, Laura Ries. Some of his other books include Positioning: The Battle for Your Mind and Marketing Warfare. In 1999, PR Week Magazine selected Ries as one of the most influential individuals in the world of public relations in the 20th century. Jack Trout is Chairman of Trout & Partners. Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists.
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Marketing
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