TY  - BOOK
AU  - Scott,David Meerman
TI  - The new rules of marketing and PR : : how to use news releases, blogs, podcasting, viral marketing, & online media to reach buyers directly 
SN  - 9780470113455 (cloth : alk. paper)
AV  - HF 5415.1265 S425n 2007
U1  - 658.8/72 
PY  - 2007///
CY  - Hoboken, N.J.
PB  - John Wiley & Sons
KW  - Internet marketing
KW  - Public relations
KW  - Marketing en Internet
KW  - Mercadeo por internet
KW  - Negocios por internet
KW  - Relaciones públicas
N1  - Includes bibliographical references and index; 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
N2  - "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
UR  - http://www.loc.gov/catdir/toc/ecip077/2006102241.html
UR  - http://www.loc.gov/catdir/enhancements/fy0741/2006102241-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy0741/2006102241-b.html
ER  -