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The new rules of marketing and PR : how to use news releases, blogs, podcasting, viral marketing and online media to reach buyers directly

Author: David Meerman Scott
Publisher: Hoboken, N.J. : Wiley ; Chichester : John Wiley [distributor], ©2009.
Edition/Format:   Print book : EnglishView all editions and formats
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Suitable for marketers, this book shows how to leverage the potential that Web-based communication offers their businesses. It includes a step-by-step action plan for harnessing the power of the  Read more...

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Document Type: Book
All Authors / Contributors: David Meerman Scott
ISBN: 9780470379288 0470379286
OCLC Number: 299238919
Notes: Originally published: 2007.
Includes index.
Description: xxxi, 287 pages ; 22 cm
Contents: Foreword Robert Scoble. Welcome to 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 Blogs: Tapping Millions of Evangelists to Tell Your Story. 5 The New Rules of News Releases. 6 Audio Content Delivery through Podcasting. 7 Forums, Wikis, and Your Targeted Audience. 8 Going Viral: The Web Helps Audiences Catch the Fever. 9 The Content-Rich Web Site. III Action Plan for Harnessing the Power of the New Rules. 10 You Are What You Publish: Building Your Marketing and PR Plan. 11 Online Thought Leadership to Brand Your Organization as a Trusted Resource. 12 How to Write for Your Buyers. 13 How Web Content Influences the Buying Process. 14 How to Use News Releases to Reach Buyers Directly. 15 The Online Media Room: Your Front Door for Much More Than the Media. 16 The New Rules for Reaching the Media. 17 Blogging to Reach Your Buyers. 18 Podcasting and Video Made, Well, as Easy as Possible. 19 Social Networking Sites and Marketing. 20 Search Engine Marketing. 21 Make It Happen. Acknowledgments. Index. About the Author. Preview: World Wide Rave.
Responsibility: by David Meerman Scott.

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"This is the first to explain the options in a way I find non-tech growth company executives can understand" (GulfNews.com, April 8th 2009)

 
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