by Al Ries, Laura Ries · Harper Business · tapa blanda · ISBN 9780060081997
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«The Fall of Advertising and the Rise of PR» is the marketing essay by Al and Laura Ries, published by Harper Business in paperback (320 pages).
Al and Laura Ries argue that today's major brands are built through public relations, not advertising. With real cases of successful PR campaigns and advertising failures, they contend that advertising lacks credibility and should be reserved only for maintaining already established brands.
The book is in English. It was originally published in 2002 and this Harper Business edition dates from 2004; the cover presents it as a national bestseller.
Aimed at marketing, advertising and communication professionals, as well as business students interested in brand strategy.
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.
