Al Ries

  • This work offers a summary of the book «BOTTOM-UP MARKETING: Building A Tactic Into A Powerful Strategy» by Al Ries and Jack Trout.

    Most traditional marketing is carried out top-down. That is, the senior manager decides on a strategy the company will follow and the middle managers decide on the tactics to achieve that strategy. However, in Bottom-Up Marketing, Ries and Trout argue that history's most successful companies have invariably developed strategy from the bottom-up. In this method, the company first identifies a tactic that is delivering a sustainable competitive advantage in the minds of consumers. The company then focuses its resources on exploiting that tactic to the greatest possible degree by building the tactic into the company's entire marketing strategy. Bottom-up marketing suggests that the best and most effective way to become a marketing strategist is to put your mind into your marketplace and to find inspiration where customers come into contact with your product or service. By immersing yourself in the tactics of whatever works in reality, you can develop a highly effective marketing strategy.

    Bottom-Up Marketing is a useful and powerful book which will help you carry out your marketing strategies successfully.

  • This book offers a summary of the book "The 22 immutable laws of marketing: Violate them at your own risk" by Al Ries and Jack Trout.

    There is often an assumption that marketing is a field that anyone can succeed in, with enough enthusiasm. However, marketing has rules of success, just like any other profession. Ries and Trout identify and explain the 22 laws of marketing, and why if you break them you will be doomed to failure.

    «Marketing is a battle of perceptions,'' they suggest. Marketers must persuade their customers that their product is the best for them. There is no substitute for being first (in the customer's mind, that is, which is different from being first in the marketplace), even if you have to invent a new category, because changing someone's opinion is astonishingly tricky. Ultimately, successful marketing is achieved when a product is associated in the customer's mind with a positive word, which must be «owned», not shared with another company.

    The 22 Immutable Laws of Marketing is a book that encourages realism. If your business is fourth on the ladder, rather than first, acknowledge that to yourself and plan accordingly: you can stop trying to be better, because you will have more success being different. Ries and Trout offer a convincing marketing manifesto that's fascinating reading for all in the field.

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