Ries, Al Primary Author mixed material bibliography New York HarperBusiness 2002 en English

Printed Material

xxi, 295 p. : index ; 22 cm. Today's major brands are born with publicity, not advertising. A closer look at the history of the most successful modern brands shows this to be true. In fact, an astonishing number of brands, including Palm, Starbucks, the Body Shop, Wal-Mart, Red Bull and Zara have been built with virtually no advertising. Using in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, The Fall of Advertising provides valuable ideas for marketers — all the while demonstrating why advertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; the big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; advertising should only be used to maintain brands once they have been established through publicity.(text from the publisher) Advertising BK/MJD 0060081988 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BK/MJD Rie 31351 General (General) BK/MJD Rie 15996 2002-10-17 00:00:00 2025-12-15 14:57:23 machine generated