Artículos relacionados a The Fall of Advertising & the Rise of PR

The Fall of Advertising & the Rise of PR - Tapa dura

Ries, Al; Ries, Laura

 
9780060081980: The Fall of Advertising & the Rise of PR
Tapa dura
ISBN 10: 0060081988 ISBN 13: 9780060081980
Editorial: HarperCollins, 2002

Sinopsis

Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations.

Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising.

Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers -- all the while demonstrating why

  • advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility;
  • the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR;
  • advertising should only be used to maintain brands once they have been established through publicity.

Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.

"Sinopsis" puede pertenecer a otra edición de este libro.

Críticas

The book makes a plausible case in an engaging, example-rich style. --Harvard Business Review"

Reseña del editor

Reveals a shift in marketing trends from advertising to publicity, citing the successes of such top brands as the Body Shop, Starbucks, and Wal-Mart while sharing strategies on establishing credibility and implementing a slow PR build.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
HarperCollins
Año de publicación
2002
Idioma
Inglés
ISBN 10 
0060081988
ISBN 13 
9780060081980
Encuadernación
Tapa dura
Número de páginas
300
Contacto del fabricante
no disponible
Persona responsable
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