The new rules of marketing and PR : how to use news releases, blogs, podcasting, viral marketing, & online media to reach buyers directly /
Scott, David Meerman, 1961-
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. - Hoboken, N.J. : John Wiley & Sons, 2007. - xxvii, 275 pages ; 23 cm.
Includes bibliographical references and index.
Foreword -- Introduction -- How the web has changed the rules of marketing and PR -- The old rules of marketing and PR are ineffective in an online world -- The new rules of marketing and PR -- Reaching your buyers directly -- Web-based communications to reach buyers directly -- Blogs : tapping millions of evangelists to tell your story -- The new rules of news releases -- Audio content delivery through podcasting -- Forums, wikis, and your targeted audience -- Going viral : the web helps audiences catch the fever -- The content-rich web site -- [pt]. 1. 1. 2. 3. [pt]. 2. 4. 5. 6. 7. 8. 9. Action plan for harnessing the power of the new rules -- You are what you publish : building your marketing and PR plan -- Online thought leadership to brand your organization as a trusted resource -- How to write for your buyers -- How web content influences the buying process -- How to use news releases to reach buyers directly -- The online media room : your front door for much more than the media -- The new rules for reaching the media -- Blogging to reach your buyers -- Podcasting and video made, well, as easy as possible -- Social networking sites and marketing -- Search engine marketing -- Make it happen -- Acknowledgments -- Index -- About the author. [pt]. 3. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21.
"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."--BOOK JACKET.
9780470113455 (cloth : alk. paper) 0470113456 (cloth : alk. paper)
Internet marketing.
Public relations.
Marketing en Internet
Mercadeo por internet
Negocios por internet
Relaciones públicas
HF 5415.1265 / S425n 2007
658.8/72
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. - Hoboken, N.J. : John Wiley & Sons, 2007. - xxvii, 275 pages ; 23 cm.
Includes bibliographical references and index.
Foreword -- Introduction -- How the web has changed the rules of marketing and PR -- The old rules of marketing and PR are ineffective in an online world -- The new rules of marketing and PR -- Reaching your buyers directly -- Web-based communications to reach buyers directly -- Blogs : tapping millions of evangelists to tell your story -- The new rules of news releases -- Audio content delivery through podcasting -- Forums, wikis, and your targeted audience -- Going viral : the web helps audiences catch the fever -- The content-rich web site -- [pt]. 1. 1. 2. 3. [pt]. 2. 4. 5. 6. 7. 8. 9. Action plan for harnessing the power of the new rules -- You are what you publish : building your marketing and PR plan -- Online thought leadership to brand your organization as a trusted resource -- How to write for your buyers -- How web content influences the buying process -- How to use news releases to reach buyers directly -- The online media room : your front door for much more than the media -- The new rules for reaching the media -- Blogging to reach your buyers -- Podcasting and video made, well, as easy as possible -- Social networking sites and marketing -- Search engine marketing -- Make it happen -- Acknowledgments -- Index -- About the author. [pt]. 3. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21.
"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."--BOOK JACKET.
9780470113455 (cloth : alk. paper) 0470113456 (cloth : alk. paper)
Internet marketing.
Public relations.
Marketing en Internet
Mercadeo por internet
Negocios por internet
Relaciones públicas
HF 5415.1265 / S425n 2007
658.8/72