The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly

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John Wiley & Sons, 19. jun. 2013 - 464 strani
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The benchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real-world examples of success 

The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and other organizations can leverage Web-based content to get the right information to the right people at the right time for a fraction of the cost of big-budget campaigns. 

Including a wealth of compelling case studies and real-world examples of content marketing and inbound marketing success, this is a practical guide to the new reality of reaching buyers when they're eager to hear from you. 

  • Includes updated information, examples, and case studies plus an examination of newly popular tools such as Infographics, photo-sharing using Pinterest and Instagram, as well as expanded information on social media such as YouTube, Twitter, Facebook, and LinkedIn
  • David Meerman Scott is a marketing strategist, bestselling author of eight books including three international bestsellers, advisor to emerging companies including HubSpot, and a professional speaker on topics including marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two U.S. publicly traded companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies.

The New Rules of Marketing & PR offers the single resource for entrepreneurs, business owners, nonprofit managers as well as those working in marketing or publicity departments to build a marketing and PR strategy to grow any business.

 

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Vsebina

Foreword by Robert Scoble xxi
1
How the Web Has Changed the Rules
11
The New Rules of Marketing and PR
25
Contents
32
Reaching Your Buyers Directly
38
IIWebBased Communications
51
Tapping Millions of Evangelists to Tell Your Story
76
6
96
Reaching Buyers Wherever They Are
232
Social Networking Sites and Marketing
245
Blogging to Reach Your Buyers
279
An Image Is Worth a Thousand Words
294
Video and Podcasting Made Well as Easy as Possible
303
How to Use News Releases to Reach Buyers Directly
315
A Front Door for Much
324
The New Rules for Reaching the Media
336

The New Rules of News Releases
109
The Web Helps Audiences
116
The ContentRich Website
131
Marketing and PR Plan
161
Online Thought Leadership to Brand
193
How to Create for Your Buyers
205
How Web Content Influences the Buying Process
213
Newsjacking YourWay into the Media
347
Search Engine Marketing
363
Make It Happen
374
Acknowledgments for the Fourth Edition
385
The New Rules of Social Media Book Series
409
Index
417
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O avtorju (2013)

DAVID MEERMAN SCOTT is the author of eight books including Real-Time Marketing & PR, Marketing Lessons from the Grateful Dead, and Newsjacking. His books open people's eyes to the new realities of marketing and public relations. David's popular blog, advisory work with fast-growing companies, and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers directly and in real time.

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