Laura Ries Ordine dei libri (cronologico)

Qual è il segreto per far crescere e prosperare un'azienda? Al Ries, esperto di marketing di livello internazionale conosce la risposta: il Focus. La sua visione del business si basa sulla premessa che il successo duraturo di un'azienda dipende dal focalizzarsi sui prodotti chiave senza cedere alla tentazione di estendere la linea a prodotti non collegati a quelli principali. Usando esempi reali, Al Ries dimostra, settore dopo settore, che le aziende dominanti sono proprio quelle che resistono alla diversificazione dei prodotti e possiedono una specifica categoria di mercato nella mente dei consumatori. Al Ries offre una solida guida su come focalizzarsi e rimanere focalizzati, definendo un progetto di lavoro per lo sviluppo di ogni azienda in grado di accrescere la relativa fetta di mercato assicurando un futuro di successo.

Lay down the rules for brand creation in a series of chapters showing how new ideas are developed, the importance of being first, inventing a new category, positioning opposite existing brands, positioning against an enemy. This author discusses the importance of public relations, protecting the brand, and when to give up on an existing brand.

Bestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. 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. Bold and accessible, The Fall of Advertising is bound to turn the world of marketing upside down.

The Internet is the first major new communication medium to be introduced since television and businesses ignore it at their peril. If the Internet is going to take its place alongside the other major media it will be because it exploits a powerful new attribute - interactivity. The Internet will make traditional forms of branding, such as conventional advertising, redundant. In order to succeed in branding on the net, the message to customers must be interactive. Al and Laura Ries examine this dilemma and explain how their other revolutionary principles can help your company to build a brand on the net.