by Al Ries, Laura Ries · Empresa Activa · tapa dura · ISBN 9788495787354
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«La caída de la publicidad y el auge de las RR.PP» is the marketing essay by Al Ries and Laura Ries, published by Empresa Activa in hardcover (304 pages).
The book argues that advertising has lost credibility and that big brands are built today through public relations, not high-impact campaigns. It analyzes cases such as The Body Shop, Starbucks and Wal-Mart, and proposes a slow brand-building approach based on public relations.
First edition (March 2003) in the Nuevos paradigmas collection, translated by Raúl González del Río. Original title: The Fall of Advertising & the Rise of PR.
Aimed at marketing, advertising and communication professionals interested in brand creation and consolidation.
Alfred Paul Ries was an American marketing professional and author. He was the co-founder and chairman of the Atlanta-based consulting firm Ries & Ries with his partner and daughter, Laura Ries. Along with Jack Trout, Ries is credited with resurrecting the idea of "positioning" in the field of marketing.
