| 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: $13.83
You Save: $11.12 (45%)
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Avg. Customer Rating:   (110 reviews)
Sales Rank: 2430
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
The Internet has profoundly changed the way people communicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). In the old days, companies could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today the rules have changed entirely. 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 those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget ad 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. When people visit your company?s Web site, they aren?t there to hear your slogan or see your logo again. They want information, interaction, and choice?and you?d be a fool not to give it to them. This one-of-a-kind guide to the future of marketing includes a step-by-step action plan for harnessing the power of the Internet, showing you how to identify audiences, create compelling messages, get those messages to the right people, and lead those consumers into the buying process. Including a wealth of compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.
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| Customer Reviews: Read 105 more reviews...
 Excellent resource November 21, 2008
0 out of 1 found this review helpful
Why, if I like the book, did I give it four stars? Simple. It was a bit disorganized. For example, there was material about using a blog in the front of the book and then, to read more, you had to go to the back of the book. I would have preferred all the information to be consecutive.
But, the content and the information was absolutely invaluable. I am a professional ad person and I discovered some ideas that I implemented instantly. Moreover, I now recommend them to clients.
Some of the material is pretty well known and easily available. But, there's a lot in here that is unique and that you're probably not aware of.
I highly recommend the book to you.
- Susanna K. Hutcheson
 Pure Kool-Aid. November 14, 2008
1 out of 1 found this review helpful
I buy everything this book is trying to tell me. My new technological religion.
Be sure to read it more for the thinking behind it while keeping in mind that zillions of new examples of what he's talking about keep popping up in the media ether. This concept has a life of its own. That's its beauty.
Execellent Book - November 12, 2008
1 out of 1 found this review helpful
This is one of the best books I have read in a long time - and I read a lot -
David is articulate, great information, very well organized in his thoughts and frankly should be considered an expert in this matter. If you haven't read this book - it is definitely worth every penny -
Well-thumbed Biz Book Favorite October 27, 2008
1 out of 1 found this review helpful
Do you have a favorite business book that's streaked with highlights, scribbled with margin notes, has a broken spine, and dog-eared post-its? The New Rules of Marketing and PR, by David Meerman Scott, holds that honor on my business reference bookshelf. Subtitled How to Use News Releases, Blogs, Podcasting, Viral Marketing & Online Media to Reach Buyers Directly, this book seemed to shout at me from the shelf during one of my regular forays into Amazon's business section.
As a B2B marketing professional, I try to keep up with communications trends, so I was already familiar with some of the information in Scott's book. I'd purchased it specifically for the news releases and blogging sections, but, goaded by the author's light and enthusiastic tone I found myself learning about new (to me) online activities to support B2B marketing efforts.
New Rules gave me insight into some new tasks that have become SOP in my regular work at our Atlanta ad agency. As a result of the Buyer Personas section, we maintain and plan around the personas of our clients' customers as well as our own.
Overall I enjoyed this book, and regularly peruse my highlighted and tabbed sections. Fortunately, David is understandable as well as enlightening. Just like his blog, www.webinknow.com, the book has a conversational, engaging writing style and is thoroughly worth the space on any business reference shelf.
/mh
Good Primer October 5, 2008
1 out of 2 found this review helpful
Great book to get started for beginners (and possibly for the beginner-mid level) for getting your feet wet.
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