Marketing Revolution

Author: Al Ries
Publisher:
Publish Date: 2002-10-01
Features: This is the author's third book. Their book "Positioning" is a book about communication tactics. Their second book "Marketing Warfare" is a book about marketing strategy. The third book combines the concepts of the first two books but not in the way you might expect. Building on the ideas of the seminal works "Positioning" and "New Positioning," the author has developed a new marketing theory—"Bottom-Up Marketing." In the author's view, the true laws of marketing should discard grandiose strategies and instead start from the beginning to discover and develop a practical tactic, building the corresponding strategy around this tactic. The author believes that successful marketing experts should be like a tactical commander who is deeply on the front lines, understanding the battlefield situation, and creating their own marketing tactics on the fiercely competitive marketing battlefield. The end point of marketing—the "front lines"—is the consumer, specifically in the consumer's mind.