• The Fall of Advertising and the Rise of PR
  • The Fall of Advertising and the Rise of PR
  • The Fall of Advertising and the Rise of PR
  • The Fall of Advertising and the Rise of PR
  • The Fall of Advertising and the Rise of PR
  • The Fall of Advertising and the Rise of PR
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The Fall of Advertising and the Rise of PR

20 1.0折 197.3 九品

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北京昌平
认证卖家担保交易快速发货售后保障

作者Al、Laura Ries 著

出版社HarperCollins

出版时间2002-03

版次1

装帧精装

上书时间2023-10-07

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图书标准信息
  • 作者 Al、Laura Ries 著
  • 出版社 HarperCollins
  • 出版时间 2002-03
  • 版次 1
  • ISBN 9780060081980
  • 定价 197.30元
  • 装帧 精装
  • 开本 32开
  • 纸张 胶版纸
  • 页数 320页
【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.
【目录】
Introduction

PART ONE The Fall of Advertising

 1. Advertising and Car Salesmen

 2. Advertising and Art

 3. Advertising and Creativity

 4. Advertising and Awards

 5. Advertising and Awareness

 6. Advertising and Sales

 7. Advertising and the Dotcoms

 8. Advertising and Credibility

 9. The Search for Alternatives

PART TWO The Rise of PR

 10. The Power of a Third Party

 11. Building a New Brand with PR

 12. Rebuilding an Old Brand with PR

 13. Establishing Your Credentials

 14. Rolling Out Your Brand

 15. Building an Educational Brand

 16. Building a Geographic Brand

 17. Building a Booze Brand

 18. The Missing Ingredient

 19. Dealing with Line Extensions

 20. Dealing with Names

PART THREE  A New Role for Advertising

 21. Maintaining the Brand

 22. Keeping On Course

 23. Firing On All Cylinders

PART FOUR The Differences Between Advertising and PR

 1. Advertising Is the Wind. PR Is the Sun

 2. Advertising Is Spatial. PR Is Linear

……

PART Postscripts

Index
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