Book

The new rules of marketing & PR

Scott, David Meerman

2017

Overview

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 -- Contents -- Foreword -- Introduction -- The New Rules -- Life with the New Rules -- What's New -- Writing Like on a Blog, But in a Book -- Showcasing Success -- 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 -- Advertising: A Money Pit of Wasted Resources -- One-Way Interruption Marketing Is Yesterday's Message -- The Old Rules of Marketing -- Public Relations Used to Be Exclusively about the Media -- Public Relations and Third-Party Ink -- Yes, the Media Are Still Important -- Press Releases and the Journalistic Black Hole -- The Old Rules of PR -- Learn to Ignore the Old Rules -- 2: The New Rules of Marketing and PR -- The Most Important Communications Revolution in Human History -- Open for Business -- The Long Tail of Marketing -- Tell Me Something I Don't Know, Please -- Bricks-and-Mortar News -- The Long Tail of PR -- The New Rules of Marketing and PR -- The Convergence of Marketing and PR on the Web -- 3: Reaching Your Buyers Directly -- The Right Marketing in a Wired World -- Let the World Know about Your Expertise -- Develop Information Your Buyers Want to Consume -- Big Birge Plumbing Company Grows Business in a Competitive Market -- Buyer Personas: The Basics -- Think Like a Publisher -- Staying Connected with Members and the Community -- Know the Goals and Let Content Drive Action -- Real-Time Business at American Airlines Reaches Buyers Directly -- II: Web-Based Communications to Reach Buyers Directly -- 4: Social Media and Your Targeted Audience -- What Is Social Media, Anyway? -- Social Media Is a Cocktail Party -- ``Upgrade to Canada´´ Social Program Nabs Tourists from Other Countries

• Publisher: Wiley
• Subject: Internet in public relations / Internet marketing / Online-Marketing / Öffentlichkeitsarbeit
• ISBN: 9781119362449, 111936244X