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 Scott
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Customer Reviews
Compelling Read!by Anonymous
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Mr. Scott's book offers a compelling blue print for marketers interested in moving their program and staff into the world of Web 2.0. Although everything in the book may be applicable to my business, a lot of certainly is. And everything I read is certainly valuable in one way or another.
Great Primer for Students; Must-Read for PR Executivesby Anonymous
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In The New Rules of Marketing and PR, author David Meerman Scott wastes no time in tearing down the PR establishment?s game.
"Prior to the Web, organizations had only two significant choices to attract attention: buy expensive advertising or get third-party ink from the media. But the Web has changed the rules. The Web is not TV. Organizations that understand that understand the New Rules...
A quick read about how the Internet has changed marketing and PR practicesby Anonymous
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David Meerman Scott asserts that the Internet has transformed marketing and public relations forever, and he?s undoubtedly got a point however, his argument is extremely light on facts and figures (the text contains hardly any numbers at all), and heavy on case studies. Based on Scott?s blog, the book is anecdotal, chatty, easy to read and occasionally repetitive. Scott is an evangelist for using...
web demands new approaches to marketingby Anonymous
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This is a great book - I wish I had written it myself. It's the first book I have seen to really seize on the totally new game of web-based marketing in all its forms - blogs, podcasts, even viral marketing! Even if readers don't plan to use all these approaches, if they inhabit, or their customers inhabit the web, they need to understand it. The book has a fabulous action plan, and even if companies...
Overview -
The New Rules of Marketing and PR
Product Details
- Pub. Date: June 2007
- Publisher: Wiley, John & Sons, Incorporated
- Format: Hardcover, 240pp
- ISBN-13: 9780470113455
- ISBN: 0470113456
Synopsis
For marketers, 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 people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.
Publishers Weekly
Though the value of 30 seconds of Super Bowl advertising may not yet be affected, 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)
Copyright 2007 Reed Business Information More Reviews and RecommendationsBiography
DAVID MEERMAN SCOTT is an award-winning marketing strategist, conference speaker, and seminar leader. He is the author of World Wide Rave and the editor of The New Rules of Social Media series, also from Wiley.
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