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Real-Time Marketing and PR How to Instantly Engage Your Market, Connect with Customers, and Create Products That Grow Your Business Now

ISBN-10: 1118155998
ISBN-13: 9781118155998
Edition: 2011 (Revised)
List price: $26.95 Buy it from $0.69
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Description: Wake up, it’s revolution time! Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It’s a real-time world now, and if you’re not engaged, then you’re on your way  More...

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Book details

List price: $26.95
Copyright year: 2011
Publisher: John Wiley & Sons, Incorporated
Publication date: 12/2/2011
Binding: Paperback
Pages: 272
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 0.682
Language: English

Wake up, it’s revolution time! Gone are the days when you could plan out your marketing and public relations programs well in advance and release them on your timetable. It’s a real-time world now, and if you’re not engaged, then you’re on your way to marketplace irrelevance. “Real time” means news breaks over minutes, not days. It means ideas percolate, then suddenly and unpredictably go viral to a global audience. It’s when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it’s when businesses see an opportunity and are the first to act on it. Caught up in old, time-consuming processes, too many companies leave themselves fatally exposed by flying blind through this new media environment. You don’t have to be among them. Discover Real-Time Marketing and PR and get a clear path to navigate and succeed in the changed business landscape. In this eye-opening follow-up to The New Rules of Marketing and PR, a BusinessWeek bestseller,David Meerman Scott reveals the proven, practical steps to take your business into the real-time era. Find out how to act and react flexibly as events occur, position your brand in the always-on world of the Web, and avoid embarrassing mistakes and missteps. Real-Time Marketing and PR will also enable you to: Develop a business culture that encourages speed over sloth Read buying signals as people interact with your online information Crowdsource product development, naming, and even marketing materials such as online videos Engage reporters to shape stories as they are being written Command premium prices by delivering products at speed Deploy technology to listen in on millions of online discussions and instantly engage with customers and buyers Scale and media buying power are no longer a decisive advantage. What counts today is speed and agility. While your competitors scramble to adjust, you can seize the initiative, open new channels, and grow your brand. Master Real-Time Marketing and PR today and become the first to act, the first to respond, and the first to win!

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.

Introduction to the Revised Edition
Prologue
Revolution Time
Grow Your Business Now
Dave's Slingshot Goes Viral on Goliath
The Stories Behind the Story: United Airlines, Taylor Guitars, and Calton Cases
Break a Taylor Guitar and You Break this Man's Heart
A Teachable Moment
Case Study in Real-Time Product Development
United Comes Untied
Dave's Big Win
Real-Time Engagement
Speed versus Sloth
Google Finally Gets It
Caught on the News Cycle Hamster Wheel
Feeling an Invisible Presence in the Conference Hall
What Matters Now
Can You See the Pattern?
Laying Down Some Real-Time Law
The New Laws on Speed
The Real-Time Power Law
The Real-Time Law of Normal Distribution
How Would You React?
Real-Time Attitude
Business as Usual
The Real-Time Mind-Set
No More Business as Usual
It's Not the Tools, It's the Mind-Set Behind Them
Too Big to Succeed?
Boeing's Radar Belatedly Spots Harry's Plane
Thank You for Your Inquiry
Contact Us (or Not)
Making Contact
How Fast Does the Fortune 100 Respond?
The ROI of Real-Time
Live from the Revolution
Always On
Get in Sync with the Real-Time News Cycle
The Old Media Relations Timeline
Amazon.com as Big Brother
Now: While News Is Happening
Multiple Takes, One Story
How They Make News in Real Time
Did You Hear the One about the Pornographic Robocall?
How to Engage the Media in Real Time
How You Can Own 'The Second Paragraph"
Crisis Communications and the Media
Eurostar and Silence
Twitter as a Crisis Communications Tool
Real-Time Media Alerts
Connect with Journalists before You Need Them
Thrust into the News When You Least Expect It
When You Have Hot News
How to Deflate a Scandal
The Time Is Now
The Million-Dollar Door
What Are People Saying about You This Instant?
Who the Hell ARE These People?
The Importance of Being First
#AskObama
Tracking Those You Know
Choosing to Respond (or Not)
Listening in to Millions of Discussions in Real Time
A $250-Grand Tweet!
Turning around a Critic
When You Don't Have an Immediate Answer
Social Web Analytics
A Selection of Social Web Analytics Services
How Even the Biggest Can Be Seamlessly Social
Tap the Crowd for Quick Action
How to Title a Book or Name a Product
A Crowd for Any Purpose
Finding the Right Crowd
Massive Brainstorm
Crowdsourcing a Movie for Free
You Gotta Give to Get
II Connect with Your Market
Real-Time Customer Connection
Connecting with Customers Is Marketing and PR
Why Should I Help You?
Interacting with Customers in Real Time
Friends Tweet Friends First
Embracing the Tweet
Let Followers Feel the Love on Twitter
How Can You Fight a Fire after the House Burns Down?
Meet Your Critics on Their Turf
Put the CEO to Work
It Can Happen to You!
Rapid Response with Instant Websites
Multiple Communications Channels
Reaching Fans
Going Mobile, Real Time Is All the Time
Tapping the World for Recommendations
Looking to Buy a House
Reaching Buyers via Mobile
They Want It Immediately
I Want It Now
Real Time with the Grateful Dead
Real-Time Products for Your Marketplace
Hot Jobs in Real Time?
Book Publisher Goes Real Time with Truman Fires MacArthur
Real-Time Futures Trading Training Course
III Grow Your Business Now
Let Them Communicate … Now
Real-Time Communications Policy
How to Develop Real-Time Communications Guidelines
Publishing Your Guidelines
Encouraging Communications
My Nordstrom Guy Does Real-Time Right
When One of the Flock Strays
Chief Real-Time Communications Officer
Let Employees Communicate Now
How Your Website Becomes a Real-Time Machine
Respond Now, While Buyers Are Hot
Know When She's Ready for You
Test It Out!
What's the Other Guy Doing?
Make the Sale
Real-Time, Data-Driven Marketing and Sales
Real-Time Technology
I Heard You Just Came into Some Wealth!
Make Your Sales Team Love You
Real-Time Sales Playbooks
They Know What I'm Doing!
Business at the Speed of Now
The Mass-Media Aberration
Lutz and Me
Yes, We're Listening!
TweetDeck in Motown
GM Learns to Show Its Human Face
Lutz Always Gets the Last Word
How Real-Time Communications Sells Cars
Starting Up in Real Time
Improvising under the Volcano
It's About Focusing the Mind-Set on the Tools
Appendix: 2010 Fortune 100 Real-Time Speed Analysis
Media Sources
Acknowledgments
About the Author
Preview Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage
Have David Meerman Scott Speak at Your Next Event
Index

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