The Fall Of Advertising & The Rise Of PR

Here's why you should read
The Fall of Advertising & the Rise of PR:
"Poor Madison Avenue! Just as marketers are starting to shell out money for advertising again, after a long, dry spell, a small but growing chorus of marketing experts are insisting that the power of advertising to build new brands is waning."
-Wall Street Journal

"...the book makes a plausible case in an engaging, example-rich style." Harvard Business Review

"As the consultant who popularized the idea of 'positioning' brands for different consumer segments, Al Ries has probably wielded even more influence over marketers' thinking. When movers of such stature start exhorting companies to put fewer eggs in the ad basket, it suggests that a fundamental rethinking is under way." BusinessWeek