The New Rules of Marketing & PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers DirectlyJohn Wiley & Sons, 19. jun. 2013 - 464 strani 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.
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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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 |
417 | |