The New Rules of Marketing and PR

How to Use News Releases, Blogs, Podcasting, Viral Marketing, & Online Media to Reach Buyers Directly

David Meerman Scott

304 pages, parution le 12/06/2007

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Résumé

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.

L'auteur - David Meerman Scott

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.

Sommaire

Foreword
Introduction
The New Rules
Trying To Write Like a Blog, But in a Book
Showcasing Innovative Marketers
How The Web Has Changed the Rules of Marketing And PR
Web-Based Communications to Reach Buyers Directly
Action Plan for Harnessing the Power of the New Rules
Acknowledgements
Index
About the author

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	David Meerman Scott
Parution	12/06/2007
Nb. de pages	304
Couverture	Relié
Intérieur	Noir et Blanc
EAN13	9780470113455
ISBN13	978-0-470-11345-5