The new rules of marketing and PR : how to use news releases, blogs, podcasting, viral marketing, & online media to reach buyers directly / David Meerman Scott.
By: Scott, David Meerman [author]
.
Material type: 
BookPublisher: New Jersey : John Wiley & Sons, [2009]Copyright date: ©2009Edition: Revised and updated with new sections on social media.Description: xxxi, 287 pages ; 22 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780470379288.Other title: The new rules of marketing & PR [Other title].Subject(s): Internet marketing | Public relationsDDC classification: 658.872 | Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Lending | 658.872 (Browse shelf(Opens below)) | Available | 00181193 |
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Enhanced descriptions from Syndetics:
For marketers, 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 people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.
Previously published in 2007.
Includes bibliographical references and index.
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.
Table of contents provided by Syndetics
- Foreword
- Welcome to the New Rules
- Introduction
- I How the Web Has Changed the Rules of Marketing and PR.
- 1 The Old Rules of Marketing and PR Are Ineffective in an Online World
- 2 The New Rules of Marketing and PR
- 3 Reaching Your Buyers Directly
- II Web-Based Communications to Reach Buyers Directly.
- 4 Blogs: Tapping Millions of Evangelists to Tell Your Story
- 5 The New Rules of News Releases
- 6 Audio Content Delivery through Podcasting
- 7 Forums, Wikis, and Your Targeted Audience
- 8 Going Viral: The Web Helps Audiences Catch the Fever
- 9 The Content-Rich Web Site
- III Action Plan for Harnessing the Power of the New Rules.
- 10 You Are What You Publish: Building Your Marketing and PR Plan
- 11 Online Thought Leadership to Brand Your Organization as a Trusted Resource
- 12 How to Write for Your Buyers
- 13 How Web Content Influences the Buying Process
- 14 How to Use News Releases to Reach Buyers Directly
- 15 The Online Media Room: Your Front Door for Much More Than the Media
- 16 The New Rules for Reaching the Media
- 17 Blogging to Reach Your Buyers
- 18 Podcasting and Video Made, Well, as Easy as Possible
- 19 Social Networking Sites and Marketing
- 20 Search Engine Marketing
- 21 Make It Happen
- Acknowledgments
- Index
- About the Author
- Preview: World Wide Rave
Author notes provided by Syndetics
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.(Bowker Author Biography)