The New Rules of Marketing &; PR (häftad)
Fler böcker inom
Häftad (Paperback)
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4 Rev ed
John Wiley & Sons Inc
234 x 152 x 31 mm
562 g
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The New Rules of Marketing &; PR (häftad)

The New Rules of Marketing &; PR

How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

Häftad Engelska, 2013-08-08


The benchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real-world examples of success The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and other organizations can leverage Web-based content to get the right information to the right people at the right time for a fraction of the cost of big-budget campaigns. Including a wealth of compelling case studies and real-world examples of content marketing and inbound marketing success, this is a practical guide to the new reality of reaching buyers when they're eager to hear from you. * Includes updated information, examples, and case studies plus an examination of newly popular tools such as Infographics, photo-sharing using Pinterest and Instagram, as well as expanded information on social media such as YouTube, Twitter, Facebook, and LinkedIn * David Meerman Scott is a marketing strategist, bestselling author of eight books including three international bestsellers, advisor to emerging companies including HubSpot, and a professional speaker on topics including marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two U.S. publicly traded companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies. The New Rules of Marketing & PR offers the single resource for entrepreneurs, business owners, nonprofit managers as well as those working in marketing or publicity departments to build a marketing and PR strategy to grow any business.
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Fler böcker av David Meerman Scott

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DAVID MEERMAN SCOTT is the author of eight books including Real-Time Marketing & PR, Marketing Lessons from the Grateful Dead, and Newsjacking. His books open people's eyes to the new realities of marketing and public relations. David's popular blog, advisory work with fast-growing companies, and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers directly and in real time.


Foreword by Robert Scoble xxi Introduction 1 The New Rules 2 Life with the New Rules 4 What s New 6 Writing Like on a Blog, But in a Book 7 Showcasing Successful Marketers 8 I How the Web Has Changed the Rules of Marketing and PR 11 1 The Old Rules of Marketing and PR Are Ineffective in an Online World 13 Advertising: A Money Pit of Wasted Resources 16 One-Way Interruption Marketing Is Yesterday s Message 17 The Old Rules of Marketing 18 Public Relations Used to Be Exclusively about the Media 19 Public Relations and Third-Party Ink 20 Yes, the Media Are Still Important 20 Press Releases and the Journalistic Black Hole 21 The Old Rules of PR 22 Learn to Ignore the Old Rules 23 2 The New Rules of Marketing and PR 25 The Most Important Communication Revolution in Human History 26 Open for Business 27 The Long Tail of Marketing 30 Tell Me Something I Don t Know, Please 31 Bricks-and-Mortar News 32 Advice from the Company President 34 The Long Tail of PR 35 The New Rules of Marketing and PR 36 The Convergence of Marketing and PR on the Web 37 3 Reaching Your Buyers Directly 38 The Right Marketing in a Wired World 39 Let the World Know about Your Expertise 40 Develop Information Your Buyers Want to Consume 43 Buyer Personas: The Basics 43 Think Like a Publisher 46 Staying Connected with Members and the Community 46 Know the Goals and Let Content Drive Action 48 Content and Thought Leadership 49 II Web-Based Communications to Reach Buyers Directly 51 4 Social Media and Your Targeted Audience 53 What Is Social Media, Anyway? 54 Social Media Is a Cocktail Party 55 Facebook Group Drives 15,000 People to Singapore Tattoo Show 56 The New Rules of Job Search 58 How to Find a New Job via Social Media 59 Insignificant Backwaters or Valuable Places to Connect? 61 Your Best Customers Participate in Online Forums So Should You 64 Your Space in the Forums 67 Wikis, Listservs, and Your Audience 69 Creating Your Own Wiki 70 Social Networking Drives Adagio Teas Success 72 5 Blogs: Tapping Millions of Evangelists to Tell Your Story 76 Blogs, Blogging, and Bloggers 78 A Blog (or Not a Blog) 79 Understanding Blogs in the World of the Web 81 The Four Uses of Blogs for Marketing and PR 84 Monitor Blogs Your Organization s Reputation Depends on It 85 Comment on Blogs to Get Your Viewpoint Out There 86 Work with the Bloggers Who Talk about You 87 Bloggers Love Interesting Experiences 89 How to Reach Bloggers around the World 90 Do You Allow Employees to Send Email? How about Letting Them Blog? 91 Not Another Junky Blog 92 The Power of Blogs 94 Get Started Today 94 6 Audio and Video Drive Action 96 Create Goodwill with Customers 96 What University Should I Attend? 98 The Best Job in the World 99 Have Fun with Your Videos 101 Audio Content Delivery through Podcasting 103 Putting Marketing Back in Musicians Control 104 Podcasting: More Than Just Music 106 Grammar Girl Podcast 106 7 The New Rules of News Releases 109 News Releases in a Web World 111 The New Rules of News Releases 111 If They Find You, They Will Come 112 Driving Buyers into the Sales Process 114 Reach Your Buyers Directly 115 8 Going Viral: The Web Helps Audiences Catch the Fever 116 Minty-Fresh Explosive Marketing 117 Monitoring the Blogosphere for Viral Eruptions 118 Creating a World Wide Rave 120 Rules of the Rave 121 Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download 123 Using Creative Commons to Facilitate Mashups and Spread Your Ideas 124 Viral Buzz for Fun and Profit 125 The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia s Toilet 126 Clip This Coupon for $1 Million Off Fort Myers, Florida