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

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John Wiley & Sons, Jun 4, 2007 - Business & Economics - 275 pages
22 Reviews
This book presents how the Internet has revolutionized communications and promotions. Now that the Internet has made it easier than ever for marketers to directly communicate with consumers and target audiences, it's imperative that marketers dramatically alter their PR and marketing strategy to maximize the effectiveness of the direct consumer-communication channel. On the Web, the old rules don't apply. This book shows marketers how to leverage the potential that Web-based communication offers to all kinds of organizations, businesses, non-profits, and individuals. The book includes a step-by-step action plan for harnessing the power of the new rules of marketing and PR, showing readers how to identify audiences, create compelling messages, get those messages to the most consumers possible, and lead those consumers through the buying process. Told with case studies and real-world examples, this is a practical guide to the reality of PR and marketing.
 

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LibraryThing Review

User Review  - jlcarroll - LibraryThing

I label this a must read for anyone who is involved in or oversees business marketing, public relations and advertising. You're sure to come away with a whole new outlook on the importance of changing your approach to Internet marketing Read full review

LibraryThing Review

User Review  - davedonelson - LibraryThing

I'm not so sure there are actually new rules for marketing and public relations as much as there is new technology to use to apply the old ones, but David Meerman Scott does an excellent job of ... Read full review

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Contents

I
xxi
II
1
III
3
IV
15
V
27
VI
41
VII
43
VIII
61
XIV
113
XV
133
XVI
143
XVII
151
XVIII
167
XIX
179
XX
193
XXI
201

IX
69
X
77
XI
91
XII
101
XIII
111
XXII
217
XXIII
229
XXIV
241
XXV
253
Copyright

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About the author (2007)

David Meerman Scott is an award-winning online thought leadership strategist. The marketing programs he has developed are responsible for selling over one billion dollars in products and services worldwide. He has presented at industry conferences and events in more than twenty countries on four continents.

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