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

Name: New Rules of Marketing and PR How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly
Price: 2.54 USD
Availability: InStock
ISBN: 9780470379288

ISBN-10: 0470379286

ISBN-13: 9780470379288

Edition: 2007

Authors: David Meerman Scott

List price: $16.95

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Description:

The Internet has profoundly changed the way people communicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). In the old days, companies could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today the rules have changed entirely. The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the those who make your business work. You can reach niche buyers with targeted messages that cost a…

Book details

List price: $16.95
Copyright year: 2007
Publisher: John Wiley & Sons, Incorporated
Publication date: 11/3/2008
Binding: Paperback
Pages: 320
Size: 5.50" wide x 8.50" long x 1.00" tall
Weight: 0.704
Language: English

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…



Foreword


Welcome to the New Rules


Introduction


How the Web Has Changed the Rules of Marketing and PR.


The Old Rules of Marketing and PR Are Ineffective in an Online World


The New Rules of Marketing and PR


Reaching Your Buyers Directly


Web-Based Communications to Reach Buyers Directly.


Blogs: Tapping Millions of Evangelists to Tell Your Story


The New Rules of News Releases


Audio Content Delivery through Podcasting


Forums, Wikis, and Your Targeted Audience


Going Viral: The Web Helps Audiences Catch the Fever


The Content-Rich Web Site


Action Plan for Harnessing the Power of the New Rules.


You Are What You Publish: Building Your Marketing and PR Plan


Online Thought Leadership to Brand Your Organization as a Trusted Resource


How to Write for Your Buyers


How Web Content Influences the Buying Process


How to Use News Releases to Reach Buyers Directly


The Online Media Room: Your Front Door for Much More Than the Media


The New Rules for Reaching the Media


Blogging to Reach Your Buyers


Podcasting and Video Made, Well, as Easy as Possible


Social Networking Sites and Marketing


Search Engine Marketing


Make It Happen


Acknowledgments


Index


About the Author


Preview: World Wide Rave