by Al Ries, Laura Ries · Harper Business · tapa dura · ISBN 9780060081980
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«The Fall of Advertising and the Rise of PR» is the marketing essay by Al Ries and Laura Ries, published by Harper Business in hardback (320 pages).
The authors argue that the era of advertising as a brand-builder is over and that public relations is now the main driver. Using cases like Starbucks, Red Bull, or Zara, they show that a progressive press campaign provides the credibility that advertising cannot, and that advertising remains for maintaining already established brands.
First edition of 2002, in English; the cover mentions the previous work by Al Ries and Laura Ries, «The 22 Immutable Laws of Branding».
For marketing, advertising, and brand communication professionals, and entrepreneurs seeking to understand how brands are built today.
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.
