The new rules of marketing and PR : how to use news releases, blogs, podcasting, viral marketing and online media to reach buyers directly

The new rules of marketing and PR how to use news releases, blogs, podcasting, viral marketing and online media to reach buyers directly

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 incl...

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Detalles Bibliográficos
Autor principal: Scott, David Meerman (-)
Formato: Libro electrónico
Idioma:Inglés
Publicado: Hoboken, N.J. : Wiley c2009.
Edición:Rev. and updated
Materias:
Internet marketing.
Public relations.
Ver en Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627309806719
Tabla de Contenidos:
  • Foreword
  • Introduction
  • [pt]. 1. 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
  • [pt]. 2. Web-based communications to reach buyers directly
  • 4. Blogs : tapping millions of evangelists to tell your story
  • 5. The new rules of news releases
  • 6. Audio content delivery through podcasting
  • 7. Forums, wikis, and your targeted audience
  • 8. Going viral : the web helps audiences catch the fever
  • 9. The content-rich web site
  • [pt]. 3. Action plan for harnessing the power of the new rules
  • 10. You are what you publish : building your marketing and PR plan
  • 11. Online thought leadership to brand your organization as a trusted resource
  • 12. How to write for your buyers
  • 13. How web content influences the buying process
  • 14. How to use news releases to reach buyers directly
  • 15. The online media room : your front door for much more than the media
  • 16. The new rules for reaching the media
  • 17. Blogging to reach your buyers
  • 18. Podcasting and video made, well, as easy as possible
  • 19. Social networking sites and marketing
  • 20. Search engine marketing
  • 21. Make it happen
  • Acknowledgments
  • Index
  • About the author
  • World wide rave : creating triggers that get milions of people to spread your ideas and share your stories [excerpt].

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