Publisher: Plume, 1990, 226 pages
Can Coke beat the Pepsi challenge? Can Burger King grill McDonald's and grab the fast-food market? Can GM win back its luxury-car losses from Ford's Lincoln? America's top marketing experts, Al Reis and Jack Trout, say yes they can — but they must be willing to take traditional theories of long-term strategic planning, mission statements, goals, and annual budgets and dump them. Ries and Trout's revolutionary marketing theory turns this conventional wisdom upside down. Instead they say that in today's competitive, fast-changing business environment a company should find a tactic that works and then build it into a strategy. That kind of bottom-up approach is what worked for Domino's Pizza, Federal Express, Little Caesar's and Microsoft. Daring, challenging, and effective, Bottom-Up Marketing provides step-by-step instructions for marketing success — the kind you can put in the bank:
Two good authors churn out another good book, even if it could have been a little bit more convincing in the details. But what do you expect from marketeers?