Al Ries is a professional and author of marketing. He is also the co-founder and president of Atlanta-based Ries & Ries consulting firm with his partner and daughter Laura Ries. The author graduated from DePauw University in 1950 and accepted a position with General Electric's publicity department before founding his own advertising agency in New York City in 1963. The agency switched to a marketing strategy company Trout & Ries. Ries was selected as one of the most influential people in the field of public relations in the twentieth century by PR Week magazine in 1999. Ries also wrote a series of books that made the bestseller list of BusinessWeek on several occasions. The American Marketing Association has announced Al Ries as one of the 2016 inductors for the Marketing Hall of Fame. Jack Trout's ally, Ries coined the term Positioning, which defines ways to create and fix the brand of a product in the minds of consumers.
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