by Al Ries, Laura Ries · Empresa Activa · tapa blanda · ISBN 9788495787842
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In 'The Fall of Advertising and the Rise of Public Relations', Al and Laura Ries, renowned marketing strategists, explore the evolution of marketing towards public relations. They argue that today's successful brands are born from free publicity rather than traditional advertising. Through case studies, they compare successful public relations campaigns with advertising failures, offering valuable insights into the credibility of public relations in brand building and how advertising should be used to maintain established brands.
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.
