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

David Meerman Scotts marketing bible has become a modern day business classic. This is the book every ambitious, forward-thinking, progressive marketer or publicist has at the front of their shelf. Business communication has changed over the recent years. Creative ad copy is no longer enough. The New Rules of Marketing and PR has brought thousands of marketers up to speed on the changing requirements of promoting products or services in the new digital age. This is a one-of-a-kind, pioneering guide, offering a step-by-step action plan for harnessing the power of the Internet to communicate with buyers directly, raise online visibility, and increase sales. Its about getting the right message to the right people at the right time - for a fraction of the cost of a big-budget advertising campaign. This new, updated edition includes: A new introduction discussing recent changes to the world of marketing and PR A brand new chapter on mobile marketing An additional chapter on real-time marketing and PR Updated information on how to measure the success of your campaigns A range of new tools Fresh case studies INDICE: Foreword (Robert Scoble). Welcome to the Third Edition of the New Rules. Introduction. I 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. II Web-Based Communications to Reach Buyers Directly. 4 Social Media and Your Targeted Audience. 5 Blogs: Tapping Millions of Evangelists to Tell Your Story. 6 Audio and Video Drive Action. 7 The New Rules of News Releases. 8 Going Viral: The Web Helps Audiences Catch the Fever. 9 The Content-Rich Web Site. 10 Marketing & PRin Real-Time. III Action Plan for Harnessing the Power of the New Rules. 11 You Are What You Publish: Building Your Marketing and PR Plan. 12 Online Thought Leadership to Brand Your Organization as a Trusted Resource. 13How to Createfor Your Buyers. 14 How Web Content Influences the Buying Process. 15 Mobile Marketing: Reaching Buyers Wherever They Are. 16 Social Networking Sites and Marketing. 17 Blogging to Reach Your Buyers. 18 Video and Podcasting Made, Well, as Easy as Possible. 19 How to Use News Releases to Reach Buyers Directly 20The Online Media Room: Your Front Door for Much More Than the Media. 21 The New Rules for Reaching the Media. 22 Search Engine Marketing. 23 Make It Happen. Acknowledgments for the Third Edition. Index. About the Author. Preview: Real-Time Marketing & PR. Preview: The New Rules of Social Media book series.

• ISBN: 978-1-1180-2698-4
• Editorial: John Wiley & Sons
• Encuadernacion: Rústica
• Páginas: 368
• Fecha Publicación: 10/08/2011
• Nº Volúmenes: 1
• Idioma: Inglés