The new rules of marketing and PR : how to use news releases, blogs, podcasting, viral marketing and online media to reach buyers directly / by David Meerman Scott.

Format:

Book

Author/Creator:

Scott, David Meerman.

Language:

English

Subjects (All):

Internet marketing.

Public relations.

Physical Description:

xxxi, 287 p.

Edition:

Rev. and updated.

Place of Publication:

Hoboken, N.J. : Wiley, c2009.

Language Note:

English

System Details:

text file

Summary:

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.

Contents:

Foreword

Introduction

[pt]. 1. 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

[pt]. 2. 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

[pt]. 3. 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

World wide rave : creating triggers that get milions of people to spread your ideas and share your stories [excerpt].

Notes:

Includes index.

Includes bibliographical references.

Digitized and made available by: Books24x7.com.

OCLC:

402405648