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 ScottFormat: Paperback
Pub. Date: 2008-11-01
Publisher(s): Wiley
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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.
Author Biography
David Meerman Scott is an award-winning marketing strategist, best-selling author, conference speaker, and seminar leader.
Table of Contents
| Foreword | |
| Welcome to the New Rules | |
| Introduction | |
| How the Web Has Changed the Rules of Marketing and PR. | |
| The Old Rules of Marketing and PR Are Ineffective in an Online World | |
| The 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 | |
| The 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 | |
| The 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 | |
| The Online Media Room: Your Front Door for Much More Than the Media | |
| The 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 | |
| Preview: World Wide Rave | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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