The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly,Free Shipping,B0014D6LQE,

	The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly from Wiley
	List Price $24.95 Our Price $9.99 You Save $14.96 (60%) Prices subject to change. Availability Usually ships in 24 hours

Product Details Dewey Decimal Number 658.872 Format Kindle Book Manufacturer Wiley Number Of Items 1 Number Of Pages 304 Publication Date June 04, 2007 Availability Usually ships in 24 hours Product Description The Internet has profoundly changed the way people communicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). In the old days, companies could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today the rules have changed entirely. 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 those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget ad campaign. Rather than bombard them with advertising they’ll likely ignore, you can focus on getting the right message to the right people at the right time. When people visit your company’s Web site, they aren’t there to hear your slogan or see your logo again. They want information, interaction, and choice—and you’d be a fool not to give it to them. 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 you how to identify audiences, create compelling messages, get those messages to the right people, and lead those consumers into the buying process. Including a wealth of compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing. Starred Review. Though it may not yet have affected the value of 30 seconds of Super Bowl advertising, PR insider Scott argues that understanding the growing irrelevance of marketing's 'old rules' is vital to thriving in the new media jungle. Already apparent in newspapers and magazines (with sharp downturns in circulation and ads), radio (on the losing end of the iPod revolution) and direct mail (digitally replaced by spam), the imminent fall of traditional mass media marketing means new opportunities for legions of smaller companies and independent professionals who need to reach niche markets cheaply and effectively. The way Scott sees it, this is also good news for consumers: the online culture of integrity and information tends to produce quality content for less, as opposed to the vapid, one-sided and pricey advertising of print media and television. Scott provides the technical novice a thoughtful and accessible guide to cutting-edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can't substitute for a well-thought out marketing program. Besides emphasizing fundamentals like defining one's audience, Scott also drills home the ethos and etiquette of the web, encouraging content that's both useful and unobtrusive. This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition. Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. '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, December 31, 2007) 'a valuable source of inspiration' (Brand Strategy, November 2007) '...is useful if you would like to learn more about new formats such as RSS, vodcasts and viral marketing.' (Gulf Business, Vol. 12/ Issue 7) Though it may not yet have affected the value of 30 seconds of Super Bowl advertising, PR insider Scott argues that understanding the growing irrelevance of marketing's 'old rules' is vital to thriving in the new media jungle. Already apparent in newspapers and magazines (with sharp downturns in circulation and ads), radio (on the losing end of the iPod revolution) and direct mail (digitally replaced by spam), the imminent fall of traditional mass media marketing means new opportunities for legions of smaller companies and independent professionals who need to reach niche markets cheaply and effectively. The way Scott sees it, this is also good news for consumers: the online culture of integrity and information tends to produce quality content for less, as opposed to the vapid, one-sided and pricey advertising of print media and television. Scott provides the technical novice a thoughtful and accessible guide to cutting-edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can't substitute for a well-thought out marketing program. Besides emphasizing fundamentals like defining one's audience, Scott also drills home the ethos and etiquette of the web, encouraging content that's both useful and unobtrusive. This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition. (July) (Publishers Weekly, August 6, 2007) 'a valuable source of inspiration' (Brand Strategy, November 2007) 'This book is useful if you would like to learn more about new formats such as RSS, vodcasts and viral marketing.' (Gulf Business, Vol. 12/ Issue 7) 'The Internet is not so much about technology as it is about people. David Meerman Scott, in his remarkable The New Rules of Marketing and PR, goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules which show you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life case histories and an engaging style.' —Jay Conrad Levinson, The Father of Guerrilla Marketing and Author, Guerrilla Marketingseries of books 'The New Rules of Marketing & PR teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization.' —Mark Levy, Co-author of How to Persuade People Who Don’t Want to be Persuaded and founder of Levy Innovation: A Marketing Strategy Firm 'The history of marketing communications - about 60 years or so - has been about pushing messages to convince prospects to take some action we need. Now marketing communications, largely because the overwhelming power and influence of the web and other electronic communications, is about engaging in conversation with prospects and leading / persuading them to take action. David Meerman Scott shows how marketing is now about participation and connection, and no longer about strong arm force.' —Roy Young, Chief Revenue Officer, MarketingProfs.com and co-author Marketing Champions: Practical Strategies for Improving Marketing’s Power, Influence and Business Impact The Internet has profoundly changed the way people communicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). In the old days, companies could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today the rules have changed entirely. 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 those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget ad campaign. Rather than bombard them with advertising they’ll likely ignore, you can focus on getting the right message to the right people at the right time. When people visit your company’s Web site, they aren’t there to hear your slogan or see your logo again. They want information, interaction, and choice—and you’d be a fool not to give it to them. 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 you how to identify audiences, create compelling messages, get those messages to the right people, and lead those consumers into the buying process. Including a wealth of compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing. The Internet has profoundly changed theway people communicate and interact witheach other. It has also changed the way businesses communicate with current and potential customers. In the old days, marketers could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today, the rules have changed entirely. The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers large and small companies, nonprofits, entrepreneurs, political organizations, consultants, even rock bands and churches. Finally, you can speak directly to customers and buyers, establishing a personal link with those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget advertising campaign. Rather than bombard them with advertising they'll likely ignore, you can focus on getting the right message to the right people at the right time. When people visit your company's Web site, they aren't there to hear your slogan or see your logo again. They want information, interaction, and choice—and you'd be a fool not to give it to them. 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 you how to identify audiences, create compelling messages, get those messages to the right people, and lead consumers into the buying process. Including a wealth of compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing. Smart marketers who want to communicate with buyers directly, raise online visibility, and increase sales will discover everything they need to put the new rules to work. This book will show you how to stay ahead of the curve—and your competitors—by using the Internet to its full PR, marketing, and customer-communications potential. If you want your business to succeed, forget tradition and adopt The New Rules of Marketing and PR. Praise for The New Rules of Marketing & PR 'The Internet is not so much about technology as it is about people. David Meerman Scott, in his remarkable The New Rules of Marketing and PR, goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules that show you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life histories and an engaging style.' —Jay Conrad Levinson, 'The Father of Guerrilla Marketing' and author of Guerrilla Marketing series of books 'The New Rules of Marketing and PR teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization.' —Mark Levy, coauthor of How to Persuade People Who Don't Want to Be Persuaded and founder of Levy Innovation, a marketing strategy company ''Revolution' may be an overused word in describing what the Internet has wrought, but revolution is exactly what David Meerman Scott embraces and propels forward in this book. He exposes the futility of the old media rules and opens to all of us an insiders' game, previously played by a few well-connected specialists. With this rulebook to the online revolution, you can learn how to win minds and markets, playing by the rules of new media.' —Don Dunnington, President of the International Association of Online Communicators (IAOC),Director of Business Communications at K-Tron International, and graduate instructor in online communication at Rowan University 'The history of marketing communications—about sixty years or so—has been about pushing messages to convince prospects to take some action we need. Now marketing communications, largely because of the overwhelming power and influence of the Web and other electronic communications, is about engaging in conversation with prospects and leading/persuading them to take action. David Meerman Scott shows how marketing is now about participation and connection, and no longer about strong-arm force.' —Roy Young, Chief Revenue Officer at MarketingProfs.com, and coauthor of Marketing Champions: Practical Strategies for Improving Marketing's Power, Influence, and Business Impact David Meerman Scott is an award-winning online thought leadership strategist. The marketing programs he has developed are responsible for selling over one billion dollars in products and services worldwide. He has presented at industry conferences and events in more than twenty countries on four continents. Customers who bought this item also bought Word of Mouth Marketing: How Smart Companies Get People Talking Groundswell: Winning in a World Transformed by Social Technologies Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions Made to Stick (Chapter 5: Emotional): Why Some Ideas Survive and Others Die Customer Reviews for: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly Rating - Excellent resource Why, if I like the book, did I give it four stars? Simple. It had no index and it was a bit disorganized. For example, there was material about using a blog in the front of the book and then, to read more, you had to go to the back of the book. I would have preferred all the information to be consecutive. But, the content and the information was absolutely invaluable. I am a professional ad person and I discovered some ideas that I implemented ... Read More Rating - Pure Kool-Aid. I buy everything this book is trying to tell me. My new technological religion. Be sure to read it more for the thinking behind it while keeping in mind that zillions of new examples of what he's talking about keep popping up in the media ether. This concept has a life of its own. That's its beauty. Rating - Execellent Book - This is one of the best books I have read in a long time - and I read a lot - David is articulate, great information, very well organized in his thoughts and frankly should be considered an expert in this matter. If you haven't read this book - it is definitely worth every penny - Rating - Well-thumbed Biz Book Favorite Do you have a favorite business book that's streaked with highlights, scribbled with margin notes, has a broken spine, and dog-eared post-its? The New Rules of Marketing and PR, by David Meerman Scott, holds that honor on my business reference bookshelf. Subtitled How to Use News Releases, Blogs, Podcasting, Viral Marketing & Online Media to Reach Buyers Directly, this book seemed to shout at me from the shelf during one of my regular forays into Amazon's ... Read More see more reviews See More Wiley products

: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly