{"title":"Marketing E Vendas","description":null,"products":[{"product_id":"the-fall-of-advertising-and-the-rise-of-pr","title":"The Fall of Advertising and the Rise of PR","description":"\u003cp\u003eBestselling authors and world-renowned marketing strategists Al and Laura Ries usher in the new era of public relations. \u003c\/p\u003e\u003cp\u003eToday'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. \u003c\/p\u003e\u003cp\u003eUsing in-depth case histories of successful PR campaigns coupled with those of unsuccessful advertising campaigns, \u003cem\u003eThe Fall of Advertising\u003c\/em\u003e provides valuable ideas for marketers -- all the while demonstrating why \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eadvertising lacks credibility, the crucial ingredient in brand building, and how only PR can supply that credibility; \u003c\/li\u003e\n\u003cli\u003ethe big bang approach advocated by advertising people should be abandoned in favor of a slow build-up by PR; \u003c\/li\u003e\n\u003cli\u003eadvertising should only be used to maintain brands once they have been established through publicity.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eBold and accessible, \u003cem\u003eThe Fall of Advertising\u003c\/em\u003e is bound to turn the world of marketing upside down.\u003c\/p\u003e","brand":"HarperCollins","offers":[{"title":"Default Title","offer_id":52640982335855,"sku":"9780060081997","price":119.48,"currency_code":"BRL","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0921\/9384\/9711\/files\/0060081996.jpg?v=1770403730"},{"product_id":"nice-companies-finish-first","title":"Nice Companies Finish First","description":"\u003cp\u003eThe era of authoritarian cowboy CEOs like Jack Welch and Lee Iacocca is over. In an age of increasing transparency and access, it just doesn't pay to be a jerk to employees, customers, competitors, or anyone else. In \"Nice Companies Finish First,\" Shankman, a pioneer in modern PR, marketing, advertising, social media, and customer service, profiles the famously nice executives, entrepreneurs, and companies that are setting the standard for success in this new collaborative world. He explores the new hallmarks of effective leadership, including loyalty, optimism, humility, and a reverence for customer service, and shows how leaders like Jet Blue's Dave Needleman, Tony Hsieh of Zappos, Steve Jobs of Apple, Ken Chenault of Amex, Indra Nooyi of Pepsi, and the team behind Patagonia harness these traits to build productive, open, and happy workplaces for the benefit of their employees, themselves, and the bottom line.\"\u003c\/p\u003e","brand":"St. Martins Press-3PL","offers":[{"title":"Default Title","offer_id":52665663586671,"sku":"9781137279156","price":145.65,"currency_code":"BRL","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0921\/9384\/9711\/files\/113727915X.jpg?v=1770907700"}],"url":"https:\/\/internacional.umlivro.com.br\/collections\/marketing-e-vendas.oembed","provider":"UmLivro Internacional","version":"1.0","type":"link"}