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

Author: David Meerman Scott
Publisher: Hoboken, N.J. : John Wiley & Sons, 2007.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"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  Read more...
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Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: David Meerman Scott
ISBN: 9780470113455 0470113456
OCLC Number: 77573836
Description: xxvii, 275 pages ; 23 cm
Contents: Foreword --
Introduction --
[pt]. 1. 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 --
[pt]. 2. 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. [pt]. 3. 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.
Responsibility: David Meerman Scott.
More information:

Abstract:

Shows you how to leverage the potential that Web-based communication offers your business. This guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling  Read more...

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"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 Read more...

 
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