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New Rules of Marketing and PR How to Use News Releases, Blogs, Podcasting, Viral Marketing, and Online Media to Reach Buyers Directly

ISBN-10: 0470113456
ISBN-13: 9780470113455
Edition: 2007
List price: $24.95
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Description: Praise for The New Rules of Marketing & PR "The Internet is not so much about technology as it is about people. David Meerman Scott, in his remarkable The New Rules of Marketing and PR, goes far beyond technology and explores the ramifications of  More...

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Book details

List price: $24.95
Copyright year: 2007
Publisher: John Wiley & Sons, Incorporated
Publication date: 6/4/2007
Binding: Hardcover
Pages: 304
Size: 5.50" wide x 8.50" long x 1.00" tall
Weight: 1.144

Praise for The New Rules of Marketing & PR "The Internet is not so much about technology as it is about people. David Meerman Scott, in his remarkable The New Rules of Marketing and PR, goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules that show you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life histories and an engaging style." -Jay Conrad Levinson, "The Father of Guerrilla Marketing" and author of Guerrilla Marketing series of books "The New Rules of Marketing and PR teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization." -Mark Levy, coauthor of How to Persuade People Who Dont Want to Be Persuaded and founder of Levy Innovation, a marketing strategy company "Revolution may be an overused word in describing what the Internet has wrought, but revolution is exactly what David Meerman Scott embraces and propels forward in this book. He exposes the futility of the old media rules and opens to all of us an insiders game, previously played by a few well-connected specialists. With this rulebook to the online revolution, you can learn how to win minds and markets, playing by the rules of new media." -Don Dunnington, President of the International Association of Online Communicators (IAOC),Director of Business Communications at K-Tron International, and graduate instructor in online communication at Rowan University "The history of marketing communications-about sixty years or so-has been about pushing messages to convince prospects to take some action we need. Now marketing communications, largely because of the overwhelming power and influence of the Web and other electronic communications, is about engaging in conversation with prospects and leading/persuading them to take action. David Meerman Scott shows how marketing is now about participation and connection, and no longer about strong-arm force." -Roy Young, Chief Revenue Officer at MarketingProfs.com, and coauthor of Marketing Champions: Practical Strategies for Improving Marketings Power, Influence, and Business Impact

David Meerman Scott was born in 1961. He graduated from Kenyan College in 1983 with a B.A. degree in Economis. He started out working as a clerk on many Wall Street trading desks. He then went on to work in the on-line news and information business from 1985-2002. He was an executive at the electronic infoprmation division of Knight -Ridder from 1989-1995. He then moved to Boston and took a position with NewsEdge Corporation as the vice-president of marketing. His ideology about the new rules of marketing is that you can earn attention by publishing your way in on the web as opposed to buying advertising in mainstream media. He has authored several books on marketing including Inbound Marketing and Marketing Lessons from the Greatful Dead.

Foreword
Introduction
The New Rules
Trying to Write Like a Blog, But in a Book
Showcasing Innovative Marketers
How the Web Has Changed the Rules of Marketing and PR
The Old Rules of Marketing and PR Are Ineffective in an Online World
Advertising: A Money Pit of Wasted Resources
One-Way Interruption Marketing Is Yesterday's Message
The Old Rules of Marketing
Public Relations Used to Be Exclusively about the Media
Public Relations and Third-Party Ink
Yes, the Media Are Still Important
Press Releases and the Journalistic Black Hole
The Old Rules of PR
Learn to Ignore the Old Rules
The New Rules of Marketing and PR
The Long Tail of Marketing
Tell Me Something I Don't Know, Please
Bricks-and-Mortar News
Advice from the Company President
The Long Tail of PR
The New Rules of Marketing and PR
The Convergence of Marketing and PR on the Web
Reaching Your Buyers Directly
Let the World Know about Your Expertise
Develop Messages Your Buyers Want to Hear
Buyer Personas: The Basics
Think Like a Publisher
Tell Your Organization's Story Directly
Know the Goals and Let Content Drive Action
Content and Thought Leadership
Web-Based Communications to Reach Buyers Directly
Blogs: Tapping Millions of Evangelists to Tell Your Story
Blogs, Blogging, and Bloggers
Understanding Blogs in the World of the Web
The Three Uses of Blogs for Marketing and PR
Monitor Blogs-Your Organization's Reputation Depends on It
Comment on Blogs to Get Your Viewpoint Out There
Do You Allow Employees to Send E-Mail? How about Letting Them Blog?
Breaking Boundaries: Blogging at McDonald's
The Power of Blogs
Get Started Today
The New Rules of News Releases
News Releases in a Web World
The New Rules of News Releases
If They Find You, They Will Come
Driving Buyers into the Sales Process
Reach Your Buyers Directly
Audio Content Delivery through Podcasting
Putting Marketing Back in Musicians' Control
Podcasting: More Than Just Music
Forums, Wikis, and Your Targeted Audience
Your Best Customers Participate in Online Forums-So Should You
Your Space in the Forums
Wikis, List Serves, and Your Audience
Creating Your Own Wiki
Going Viral: The Web Helps Audiences Catch the Fever
Minty-Fresh Explosive Marketing
Monitoring the Blogosphere for Viral Eruptions
Creating Viral Buzz for Fun and Profit
The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet
When You Have Explosive News, Make It Go Viral
The Content-Rich Web Site
Political Advocacy on the Web
Content: The Focus of Successful Web Sites
Putting It All Together with Content
The Great Web Site: More an Art Than a Science
Action Plan for Harnessing the Power of the New Rules
You Are What You Publish: Building Your Marketing and PR Plan
What Are Your Organization's Goals?
Buyer Personas and Your Organization
The Buyer Persona Profile
The Importance of Buyer Personas in Web Marketing
In Your Buyers' Own Words
What Do You Want Your Buyers to Believe?
Developing Content to Reach Buyers
Launching a Baby Dinosaur
Stick to Your Plan
Online Thought Leadership to Brand Your Organization as a Trusted Resource
Developing Thought Leadership Content
Forms of Thought Leadership Content
How to Create Thoughtful Content
Leveraging Thought Leaders outside of Your Organization
How Much Money Does Your Buyer Make?
How to Write for Your Buyers
An Analysis of Gobbledygook
Poor Writing: How Did We Get Here?
Effective Writing for Marketing and PR
The Power of Writing Feedback (from Your Blog)
How Web Content Influences the Buying Process
Segmenting Your Buyers
Elements of a Buyer-Centric Web Site
Using RSS to Deliver Your Web Content to Targeted Niches
Link Content Directly into the Sales Cycle
A Friendly Nudge
Close the Sale and Continue the Conversation
An Open-Source Marketing Model
How to Use News Releases to Reach Buyers Directly
Developing Your News Release Strategy
Publishing News Releases through a Distribution Service
Reaching Even More Interested Buyers with RSS Feeds
Simultaneously Publishing Your News Releases to Your Web Site
The Importance of Links in Your News Releases
Focus on the Keywords and Phrases Your Buyers Use
Include Appropriate Social Media Tags
If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!
The Online Media Room: Your Front Door for Much More Than the Media
Your Online Media Room as (Free) Search Engine Optimization
Best Practices for Online Media Rooms
An Online Media Room to Reach Journalists, Customers, Bloggers, and Employees
Really Simple Marketing: The Importance of RSS Feeds in Your Online Media Room
The New Rules for Reaching the Media
Nontargeted, Broadcast Pitches Are Spam
The New Rules of Media Relations
Blogs and Media Relations
How to Pitch the Media
Blogging to Reach Your Buyers
What Should You Blog About?
Blogging Ethics and Employee Blogging Guidelines
Blogging Basics: What You Need to Know to Get Started
Pimp Out Your Blog
Building an Audience for Your New Blog
Tag, and Your Buyer Is It
Blogging Outside of North America
What Are You Waiting For?
Podcasting and Video Made, Well, as Easy as Possible
Podcasting 101
My Audio Is Your Podcast
Video and Your Buyers
Knifing the Competition...and It's All Caught on Video
Social Networking Sites and Marketing
Check Me Out on MySpace
Do You Squidoo?
Optimizing Social Networking Pages
Second Life: Marketing in a Virtual World
Search Engine Marketing
Search Engine Optimization
The Long Tail of Search
Carve Out Your Own Search Engine Real Estate
Web Landing Pages to Drive Action
Search Engine Marketing in a Fragmented Business
Make It Happen
Great for Any Organization
Now It's Your Turn
Acknowledgments
Index
About the Author

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