| The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly | 
 enlarge | Author: David Meerman Scott
Publisher: Wiley
Category: Book
List Price: $24.95
Buy New: $14.85
You Save: $10.10 (40%)
Buy New/Used from $14.81
Avg. Customer Rating:   (116 reviews)
Sales Rank: 6741
Languages: English (Original Language), English (Unknown), English (Published)
Media: Hardcover
Number Of Items: 1
Pages: 304
Shipping Weight (lbs): 0.7
Dimensions (in): 8.7 x 5.7 x 1.2
ISBN: 0470113456
Dewey Decimal Number: 658.872
EAN: 9780470113455
ASIN: 0470113456
Publication Date: June 4, 2007
Availability: Usually ships in 1-2 business days
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Product Description
For marketers, The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work. This one-of-a-kind guide includes a step-by-step action plan for harnessing the power of the Internet to create compelling messages, get them in front of customers, and lead those customers into the buying process.
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| Customer Reviews: Read 111 more reviews...
 Outstanding, informative, useful December 24, 2008
After having spent years in "low tech" countries, I wanted to catch up on what's new in internet marketing. This book succeeded in bringing me up to scratch. It's a thorough and practical "how to" for succeeding in the new media, and will be a much thumbed through book on my shelf.
Out with the old, in with the new December 10, 2008
This is a phenomenal book for those who are just getting started in marketing or marketing veterans who are wondering what all the fuss is regarding marketing on the Internet. David does a great job of sectioning out the book in an easy to read, use and understand manner. He not only tells you the old rules and the new rules but why the old ones no longer work. David provides case studies (very mainstream ones) to prove his points. The last section of the book is dedicated to helping you begin planning your own marketing strategies. Overall a great book that is truly an asset to any marketing professional.
Excellent fundamentals for anyone making the transition December 8, 2008
I read this book on one flight from Boston to LA. The book provided excellent fundamentals for any PR/marketing professional who is looking to increase their effectiveness via social media. I was inspired by the content and have already been able to apply the concepts to my own line of work. Over the course of reading, I probably had 10-12 ideas about how to improve my effectiveness at work. I spent much of last week starting to implement some of those ideas and I look forward to seeing them through. I now have David's blog as my internet homepage to stay up-to-date on his writing. I am already eagerly awaiting his March 2009 book. The guy has the best-selling marketing book on amazon.com, so clearly he practices what he preaches!
 Lots of fluff little meat December 7, 2008
The book proposes a NEW way of looking at online marketing (now pretty old hat) and there is very little discussion on HOW just lots of WHY, NEW, DIFFERENT when it's not really new or different.
Excellent and sensible book about online marketing December 7, 2008
If you're reading a book about online marketing, you have to read it the day it comes out. Because the longer you wait, the more out-of- date it is. Well, I've got a good one for all of you to read. And it is one of the most sensible online marketing books I've ever read. That means it will continue to have value long after many of the books coming out right now. David Meerman Scott wrote "The New Rules of Marketing and PR" in a manner that tells you about all the newest tools and practices. But he keeps from going in the direction of "the Black Box." That's the expression that Rich Burns of the GNU Group uses to describe aspects of Online Marketing that seem to be kept a secret by the practitioners. You know, people who use terms like "conversion," "CPC," "CTR," "SERP," and- my new favorite- a "bulk whois tool!"
What Scott does in his book is keep online communication strategy in the real world. It is understandable, and you can begin using it for real purposes within a few pages. He talks about blogs and keywords and podcasting. But he constantly asks you to understand first what you want to accomplish. Then he gives you clear ways of using these various tools. The other nice thing is that instead of telling you the one time one of these tools worked, he discusses a number of experiences, and, more importantly, he tells what is accomplished for your goals by using the tools.
An example is the press release. Almost everybody in communications is familiar with them. You've either had to write them (if you're on the PR side) or help develop them (if you're in the marketing side) or you've had them sent to you (if you are a journalist). For the past 100 years, press releases did one thing: they talked to the journalist, if the journalist felt like reading it. As Scott shows in this book, now a press release can talk directly to your customers. All you have to do is start by posting it to your own web site. If you want to take it up a notch, you can use one of the online PR distributors to get it out there. He even changes the name to "news release" to make sure we know it has a new use. And then-thanks to search engines-when people search for the keywords that most interest them, and if your news release talks about that subject, well then, your news release is sitting there ready to be read by your potential customers. It's important to think in terms of Search Engine Optimization (SEO) to make sure the right keywords are in there. So now you are talking directly to the people that matter the most...the very people you are trying to influence.
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