The New Rules of Marketing & PR

The New Rules of Marketing & PR

David Meerman Scotts marketing bible has become a modern day business classic.

This is the book every ambitious, forward-thinking, progressive marketer or publicist has at the front of their shelf. Business communication has changed over the recent years. Creative ad copy is no longer enough. The New Rules of Marketing and PR has brought thousands of marketers up to speed on the changing requirements of promoting products or services in the new digital age. This is a one-of-a-kind, pioneering guide, offering a step-by-step action plan for harnessing the power of the Internet to communicate with buyers directly, raise online visibility, and increase sales. Its about getting the right message to the right people at the right time - for a fraction of the cost of a big-budget advertising campaign.

This new, updated edition includes:

- A new introduction discussing recent changes to the world of marketing and PR

- A brand new chapter on mobile marketing

- An additional chapter on real-time marketing and PR

- Updated information on how to measure the success of your campaigns

- A range of new tools

- Fresh case studies

Market to win with the third edition of this modern-day business classic!

The one-of-a-kind guide to the future of marketing is back with the very latest digital trends in marketing and PR. Learn new tools and techniques to communicate with buyers directly, raise online visibility, and increase sales. For professionals, entrepreneurs, business owners, and professors alike, this pioneering guide offers actionable strategies that can be implemented immediately. In this new edition, author David Meerman Scott examines recent changes to the world of marketing and PR, including mobile marketing, new measurement tools, and fresh case studies. The New Rules of Marketing & PR once again brings you all the hottest insider tips so you can confidently market any product, service, or idea-for a fraction of the cost of traditional marketing and PR programs.

"You're not supposed to be able to do what David Meerman Scott is about to tell you in this book!" -- Robert Scoble, coauthor of Naked Conversations, Scobleizer.com

"This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition." -- Publishers Weekly (starred review)

"I've relied heavily on The New Rules of Marketing & PR as a core text for my New Media and Public Relations course at Boston University for the past six semesters. David's book is a bold, crystal-clear, and practical guide toward a new (and better) future for the profession." -- Stephen Quigley, Boston University

"When I read The New Rules for the first time, it was a 'eureka' moment for me at HubSpot. David nailed the fundamental shifts going on in the buyer-seller relationship and wrote the classic text to help marketers take advantage of them." -- Brian Halligan, CEO, HubSpot, and coauthor of Inbound Marketing OVER A QUARTER MILLION COPIES IN PRINT IN MORE THAN 25 LANGUAGES

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David Meerman Scott ist ein preisgekrönter Online-Thought-Leadership-Stratege. Mit den von ihm entwickelten Marketing-Programmen wurden Produkte und Dienstleistungen im Wert von über einer Milliarde Dollar weltweit verkauft. Er hat in mehr als 20 Ländern Vorträge auf Konferenzen gehalten.

Inhaltsangabe

Foreword (Robert Scoble).
Welcome to the Third Edition of 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 Social Media and Your Targeted Audience.
5 Blogs: Tapping Millions of Evangelists to Tell Your Story.
6 Audio and Video Drive Action.
7 The New Rules of News Releases.
8 Going Viral: The Web Helps Audiences Catch the Fever.
9 The Content-Rich Web Site.
10 Marketing & PR in Real-Time.
III Action Plan for Harnessing the Power of the New Rules.
11 You Are What You Publish: Building Your Marketing and PR Plan.
12 Online Thought Leadership to Brand Your Organization as a Trusted Resource.
13How to Create for Your Buyers.
14 How Web Content Influences the Buying Process.
15 Mobile Marketing: Reaching Buyers Wherever They Are.
16 Social Networking Sites and Marketing.
17 Blogging to Reach Your Buyers.
18 Video and Podcasting Made, Well, as Easy as Possible.
19 How to Use News Releases to Reach Buyers Directly
20 The Online Media Room: Your Front Door for Much More Than the Media.
21 The New Rules for Reaching the Media.
22 Search Engine Marketing.
23 Make It Happen.
Acknowledgments for the Third Edition.
Index.
About the Author.
Preview: Real-Time Marketing & PR.
Preview: The New Rules of Social Media book series.