Cover image for The new rules of marketing and PR : how to use news releases, blogs, podcasting, viral marketing, & online media to reach buyers directly
Title:
The new rules of marketing and PR : how to use news releases, blogs, podcasting, viral marketing, & online media to reach buyers directly
Author:
Scott, David Meerman.
Personal Author:
Publication Information:
Hoboken, N.J. : John Wiley & Sons, [2009]

©2009
Physical Description:
xxxi, 287 pages ; 22 cm
Summary:
This one-of-a-kind guide to the future of marketing includes a step-by-step action plan for harnessing the power of the Internet, showing business owners how to identify audiences, create compelling messages, and lead those consumers into the buying process.
General Note:
"Revised and updated with new sections on social media."--Cover.
Language:
English
Contents:
Foreword -- Introduction -- How the web has changed the rules of marketing and PR -- Old rules of marketing and PR are ineffective in an online world -- 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 -- 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 -- 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 -- Online media room : your front door for much more than the media -- 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 -- Acknowledgments -- Index -- About the author -- World wide rave : creating triggers that get milions of people to spread your ideas and share your stories [excerpt].
ISBN:
9780470379288
Format :
Book

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HF5415.1265 .S393 2009 Adult Non-Fiction Non-Fiction Area
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