The Fall of Advertising and the Rise of PR

作者 Al著Laura Ries著
出版社 HarperCollins
出版时间 2002年3月第1版
ISBN 9780060081980
定价 197.30

内容简介

Bestsellingauthorsandworld-renownedmarketingstrategistsAlandLauraRiesusherintheneweraofpublicrelations.Today'smajorbrandsarebornwithpublicity,notadvertising.Acloserlookatthehistoryofthemostsuccessfulmodernbrandsshowsthistobetrue.Infact,anastonishingnumberofbrands,includingPalm,Starbucks,theBodyShop,Wal-Mart,RedBullandZarahavebeenbuiltwithvirtuallynoadvertising.Usingin-depthcasehistoriesofsuccessfulPRcampaignscoupledwiththoseofunsuccessfuladvertisingcampaigns,"TheFallofAdvertising"providesvaluableideasformarketers--allthewhiledemonstratingwhyadvertisinglackscredibility,thecrucialingredientinbrandbuilding,andhowonlyPRcansupplythatcredibility;thebigbangapproachadvocatedbyadvertisingpeopleshouldbeabandonedinfavorofaslowbuild-upbyPR;advertisingshouldonlybeusedtomaintainbrandsoncetheyhavebeenestablishedthroughpublicity.Boldandaccessible,"TheFallofAdvertising"isboundtoturntheworldofmarketingupsidedown.

作者简介

AlRiesandhisdaughterandbusinesspartnerLauraRiesaretwooftheworld'sbest-knownmarketingconsultants,andtheirfirm,Ries&Ries,workswithmanyFortune500companies.TheyaretheauthorsofThe22ImmutableLawsofBrandingandTheFallofAdvertisingandtheRiseofPR,whichwasaWallStreetJournalandaBusinessWeekbestseller,and,mostrecently,TheOriginofBrands.AlwasrecentlynamedoneoftheTop10BusinessGurusbytheMarketingExecutivesNetworkingGroup.LauraisafrequenttelevisioncommentatorandhasappearedontheFoxNewsandFoxBusinessChannels,CNN,CNBC,PBS,ABC,CBS,andothers.TheirWebsite(Ries.com)hassomesimpleteststhatwillhelpyoudeterminewhetheryouarealeftbrainerorarightbrainer.