Autor: Fraser Seitel

STEVE RIVKIN, former executive vice president of Trout & Ries, Inc., founded his own marketing consultancy in 1989. His clientsinclude Kraft Foods, Johnson & Johnson, and Tiffany & Co.He is the coauthor with Jack Trout of three books on marketingstrategy: Differentiate or Die (Wiley), The Power of Simplicity, and The New Positioning. FRASER SEITEL has been a communications counselor, lecturer, TVcommentator, and teacher for thirty years and is a prominent publicrelations author. His book, The Practice of Public Relations, isthe world?s number one textbook, used by more than 300, 000 studentsat 200 colleges and universities. In 2000, PRWeek named Seitel «oneof the 100 most distinguished public relations professionals of thecentury.» Contact the authors at www.Idea Wise Guys.com