The Fall of Advertising and the Rise of PR

Name: The Fall of Advertising and the Rise of PR
Brand: Harper Business
SKU: 9780060081997-V
Price: 2.79 EUR
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By Al Ries

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Description

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.

Product details

Binding:: Paperback
Edition:: illustrated
Number of Pages:: 296
Release Date:: 2004-05-11
Publication Date:: 2004-05-11
Publisher:: Harper Business
Languages:: Original: English
ISBN10:: 0060081996
ISBN13:: 9780060081997
GPSR Manufacturer Reference:: [email protected]
Weight:: 375 g
Height:: 133 cm
Width:: 203 cm
Thickness:: 18 cm

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Almost no signs of wear. Book pages have no markings, accessories are intact and all other media are in good condition.

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