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by Al Ries, Laura Ries · Empresa Activa · tapa blanda · 320 pages
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En 'La caída de la publicidad y el auge de las relaciones públicas', Al y Laura Ries, reconocidos estrategas de marketing, exploran la evolución del marketing hacia las relaciones públicas. Argumentan que las marcas exitosas de hoy nacen de la publicidad gratuita y no de los anuncios tradicionales. A través de estudios de casos, comparan campañas de relaciones públicas exitosas con fracasos publicitarios, ofreciendo valiosas ideas sobre la credibilidad de las relaciones públicas en la creación de marcas y cómo la publicidad debe usarse para mantener las marcas establecidas.
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.
