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La caida de la publicidad y el auge de las RR.PP. [Hardcover]

By Al Ries
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Item Number 203673  
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Item description for La caida de la publicidad y el auge de las RR.PP. by Al Ries...

Al y Laura Ries, autores de best sellers y estrategas de marketing de renombre mundial, nos introducen en la nueva era de las relaciones pblicas.

Hoy, las grandes marcas nacen con publicidad gratuita, no a base de anuncios. Una atenta mirada a la historia de la mayora de las grandes marcas modernas, muestra que esto es cierto. De hecho, una asombrosa cantidad de marcas, entre ellas Palm, Starbucks, The Body Shop, Wall Mart y Zara, han sido creadas prcticamente sin publicidad.

La cada de la publicidad analiza casos de exitosas campaas de RR PP y los compara con los de fracasos de campaas de publicidad. Y aporta valiosas ideas para los interesados en el marketing y la comunicacin; demostrando al mismo tiempo porqu:

- La publicidad carece de credibilidad, ingrediente decisivo en la creacin de marcas; y cmo slo las relaciones pblicas pueden aportar esa credibilidad.

- El enfoque de "big bang", defendido por los publicitarios, debe ser abandonado a favor de una creacin lenta con RR PP.

- La publicidad debe usarse slo para mantener las marcas, una vez que stas se han establecido por medio de las relaciones pblicas.

Audaz y asequible, La cada de la publicidad seguramente revolucionar el mundo del marketing.

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Item Specifications...

Pages   304
Est. Packaging Dimensions:   Length: 9.1" Width: 6.1" Height: 1"
Weight:   1.25 lbs.
Binding  Hardcover
Publisher   Ediciones Urano
ISBN  8495787350  
ISBN13  9788495787354  

Availability  0 units.

More About Al Ries

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Al Ries is Chairman of Ries & Ries, Focusing Consultants. Jack Trout is Chairman of Trout & Partners. Al Ries and Jack Trout are undoubtedly the world's best-known marketing strategists.

Al Ries currently resides in Atlanta, in the state of Georgia.

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Product Categories

1Books > Subjects > Business & Investing > Marketing & Sales > Advertising
2Books > Subjects > Business & Investing > Marketing & Sales > Marketing > General
3Books > Subjects > Business & Investing > Marketing & Sales > Public Relations
4Books > Subjects > Health, Mind & Body > Self-Help > Personal Transformation

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