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The New Rules of Marketing & PR, Fourth Edition: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing

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Edition:
4th
ISBN13:

9781118488768

ISBN10:
1118488768
Format:
Paperback
Pub. Date:
7/1/2013
Publisher(s):
Wiley
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Summary

The benchmark guide to marketing and PR, updated with the latest social media and marketing trends, tools, and real-world examples of success The New Rules of Marketing & PR, 4th Edition is the pioneering guide to the future of marketing, an international bestseller with more than 300,000 copies sold in over 25 languages. It offers a step-by-step action plan for harnessing the power modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and more can leverage Web-based content to get the right information to the right people at the right time for a fraction of the cost of big-budget campaigns. Including a wealth of compelling case studies and real-world examples of content marketing and inbound marketing success, this is a practical guide to the new reality of reaching buyers when they're ready. Includes updated information, examples, and case studies plus an examination of newly popular tools such as Infographics, photo-sharing using Pinterest and Instagram, as well as expanded information on social media such as YouTube, Twitter, Facebook, and LinkedIn David Meerman Scott is a marketing strategist, bestselling author of eight books including three international bestsellers, advisor to emerging companies including HubSpot and Eloqua, and a professional speaker on topics including marketing, leadership, and social media. Prior to starting his own business, he was marketing VP for two U.S. publicly traded companies and was Asia marketing director for Knight-Ridder, at the time one of the world's largest information companies. The New Rules of Marketing & PR offers the single resource for entrepreneurs, business owners, nonprofit managers as well as those working in marketing or publicity departments to build a marketing and PR strategy to grow any business.

Author Biography

DAVID MEERMAN SCOTT is the author of eight books including Real-Time Marketing & PR, Marketing Lessons from the Grateful Dead, and Newsjacking. His books open people's eyes to the new realities of marketing and public relations. David's popular blog, advisory work with fast-growing companies, and hundreds of speaking engagements around the world give him a singular perspective on how businesses are implementing new strategies to reach buyers directly and in real time.

Table of Contents

Foreword (Robert Scoble)

INTRODUCTION

The New Rules

Life with the New Rules

What’s New

Writing Like on a Blog, but in a Book

Showcasing Successful Marketers

PART I  HOW THE WEB HAS CHANGED THE RULES OF MARKETING AND PR

CHAPTER 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

CHAPTER 2 THE NEW RULES OF MARKETING AND PR

The Second Most Important Communication Revolution in Human History

Open for Business

The Long Tail of Marketing

Tell Me Something I Don't Know, Please

Bricks-and-Mortar News

Advice from the Company President

The Long Tail of PR

The New Rules of Marketing and PR

The Convergence of Marketing and PR on the Web

CHAPTER 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

Buyer Personas: The Basics

Think Like a Publisher

Staying Connected with Members and the Community

Know the Goals and Let Content Drive Action

Content and Thought Leadership

PART II WEB-BASED COMMUNICATIONS TO REACH BUYERS DIRECTLY

CHAPTER 4 SOCIAL MEDIA AND YOUR TARGETED AUDIENCE

What Is Social Media, Anyway?

Social Media Is a Cocktail Party

Facebook Group Drives 15, 000 People to Singapore Tattoo Show

The New Rules of Job Search

How to Find a New Job via Social Media

Insignificant Backwaters or Valuable Places to Connect?

Your Best Customers Participate in Online Forums—So Should You

Your Space in the Forums

Wikis, Listservs, and Your Audience

Creating Your Own Wiki

Social Networking Drives Adagio Teas Success

CHAPTER 5 BLOGS: TAPPING MILLIONS OF EVANGELISTS TO TELL YOUR STORY

Blogs, Blogging, and Bloggers

A Blog (or Not a Blog)

Understanding Blogs in the World of the Web

The Four Uses of Blogs for Marketing and PR

Monitor Blogs—Your Organization's Reputation Depends on It

Comment on Blogs to Get Your Viewpoint Out There

Work with the Bloggers Who Talk about You

Bloggers Love Interesting Experiences

How to Reach Bloggers around the World

Do You Allow Employees to Send Email? How about Letting Them Blog?

Not Another Junky Blog

The Power of Blogs

Get Started Today

CHAPTER 6 AUDIO AND VIDEO DRIVE ACTION

Create Goodwill With Customers

What University Should I Attend?

The Best Job in the World

Have Fun with Your Videos

Audio Content Delivery through Podcasting

Putting Marketing Back in Musicians’ Control

Podcasting: More Than Just Music

Grammar Girl Podcast

CHAPTER 7 THE NEW RULES OF NEWS RELEASES

News Releases in a Web World

The New Rules of News Releases

If They Find You, They Will Come

Driving Buyers into the Sales Process

Reach Your Buyers Directly

CHAPTER 8 GOING VIRAL: THE WEB HELPS AUDIENCES CATCH THE FEVER

Minty-Fresh Explosive Marketing

Monitoring the Blogosphere for Viral Eruptions

Creating a World Wide Rave

Rules of the Rave

Film Producer Creates a World Wide Rave by Making Soundtrack Free for Download

Using Creative Commons to Facilitate Mashups and Spread Your Ideas

Viral Buzz for Fun and Profit

The Virgin Mary Grilled Cheese Sandwich and Jerry Garcia's Toilet

Clip This Coupon for $1 Million Off Fort Myers, Florida, Home

When You Have Explosive News, Make It Go Viral

CHAPTER 9 THE CONTENT-RICH WEBSITE

Political Advocacy on the Web

Content: The Focus of Successful Websites

Reaching a Global Marketplace

Putting It All Together with Content

Great Websites: More Art Than Science

CHAPTER 10 MARKETING AND PR IN REAL TIME

Real-Time Marketing and PR

Develop Your Real-Time Mind-Set

Real-Time Blog Post Drives $1 Million in New Business

The Time Is Now

Crowdsourced Support

PART III ACTION PLAN FOR HARNESSING THE POWER OF THE NEW RULES

CHAPTER 11 YOU ARE WHAT YOU PUBLISH: BUILDING YOUR MARKETING AND PR PLAN

What Are Your Organization's Goals?

Buyer Personas and Your Organization

The Buyer Persona Profile

Reaching Senior Executives

The Importance of Buyer Personas in Web Marketing

In Your Buyers’ Own Words

What Do You Want Your Buyers to Believe?

Developing Content to Reach Buyers

Marketing Strategy Planning Template

The New Rules of Measurement

Asking Your Buyer for a Date

Measuring the Power of Free

What You Should Measure

Registration or Not? Data from an e-Book Offer

Educating Your Salespeople about the New Sales Cycle

Obama for America

Stick to Your Plan

CHAPTER 12 ONLINE THOUGHT LEADERSHIP TO BRAND YOUR ORGANIZATION AS A TRUSTED RESOURCE

Developing Thought Leadership Content

Forms of Thought Leadership Content

How to Create Thoughtful Content

Thought Leadership in Highly Regulated Industries

Leveraging Thought Leaders Outside of Your Organization

How Much Money Does Your Buyer Make?

CHAPTER 13 HOW TO CREATE FOR YOUR BUYERS

An Analysis of Gobbledygook

Poor Writing: How Did We Get Here?

Effective Writing for Marketing and PR

The Power of Writing Feedback (from Your Blog)

Brand Journalism at Boeing

CHAPTER 14 HOW WEB CONTENT INFLUENCES THE BUYING PROCESS

Segmenting Your Buyers

Elements of a Buyer-Centric Website

Using RSS to Deliver Your Web Content to Targeted Niches

Link Content Directly into the Sales Cycle

A Friendly Nudge

Close the Sale and Continue the Conversation

An Open-Source Marketing Model

How a Content Strategy Grew Business by 50% in One Year

CHAPTER 15 MOBILE MARKETING: REACHING BUYERS WHEREVER THEY ARE

Make Your Site Mobile Friendly

Build Your Audience via Mobile

Geolocation: When Your Buyer Is Nearby

QR Codes to Drive People to Your Content

The Mobile Media Room

An App for Anything

Cyber Graffiti with WiFi Network Names as Advertising

CHAPTER 16 SOCIAL NETWORKING SITES AND MARKETING

Television's Eugene Mirman Is Very Nice and Likes Seafood

Facebook: Not Just for Students

How to Use Facebook to Market your Product or Service

Increase Engagements with Facebook Groups and Apps

Why Google Plus Is Important For Your Business

Check Out My LinkedIn Profile

Tweet Your Thoughts to the World

Social Networking and Personal Branding

The Horse Twitterer

Connecting with Fans

How Amanda Palmer Raised a Million Dollars via Social Networking

Which Social Networking Site Is Right for You?

You Can't Go to Every Party, So Why Even Try?

Optimizing Social Networking Pages

Integrate Social Media into an Offline Conference or Event

Start a Movement

Social Networking and Crisis Communications

Why Participating in Social Media Is Like Exercise

CHAPTER 17 BLOGGING TO REACH YOUR BUYERS

What Should You Blog About?

Blogging Ethics and Employee Blogging Guidelines

Blogging Basics: What You Need to Know to Get Started

Pimp Out Your Blog

Building an Audience for Your New Blog

Tag, and Your Buyer Is It

Fun with Sharpies (and Sharpie Fans)

Cities that Blog

Blogging outside of North America

What Are You Waiting For?

CHAPTER 18 AN IMAGE IS WORTH A THOUSAND WORDS

Photographs as Compelling Content Marketing

Why I Love Instagram

How to Market an Expensive Product with Original Photographs

Sharing with Pinterest

Infographics

CHAPTER 19 VIDEO AND PODCASTING MADE, WELL, AS EASY AS POSSIBLE

Video and Your Buyers

Business-Casual Video

Stop Obsessing over Video Release Forms

Your Smartphone is all you Need

Video to Showcase your Expertise

Getting Started with Video

Video Created for Buyers Generates Sales Leads

Podcasting 101

CHAPTER 20 HOW TO USE NEWS RELEASES TO REACH BUYERS DIRECTLY

Developing Your News Release Strategy

Publishing News Releases through a Distribution Service

Reaching Even More Interested Buyers with RSS Feeds

Simultaneously Publishing Your News Releases to Your Website

The Importance of Links in Your News Releases

Focus on the Keywords and Phrases Your Buyers Use

Include Appropriate Social Media Tags

If It's Important Enough to Tell the Media, Tell Your Clients and Prospects, Too!

CHAPTER 21 YOUR NEWSROOM: A FRONT DOOR FOR MUCH MORE THAN THE MEDIA

Your Newsroom as (Free) Search Engine Optimization

Best Practices for Newsrooms

A Newsroom to Reach Journalists, Customers, and Bloggers

Really Simple Marketing: The Importance of RSS Feeds in Your Newsroom

CHAPTER 22 THE NEW RULES FOR REACHING THE MEDIA

Nontargeted, Broadcast Pitches Are Spam

The New Rules of Media Relations

Blogs and Media Relations

How Blog Mentions Drive Mainstream Media Stories

Launching Ideas with the U. S. Air Force

How to Pitch the Media

CHAPTER 23 NEWSJACKING YOUR WAY INTO THE MEDIA

Journalists Are Looking for What You Know

Get Your Take on the News into the Marketplace of Ideas

How to Find News to Jack

When the Story is Already (Sort of) About You

Twitter is your Newsjacking Tool

Beware: Newsjacking Can Damage Your Brand

Newsjacking for Fun and Profit

CHAPTER 24 SEARCH ENGINE MARKETING

Making the First Page On Google

Search Engine Optimization

The Long Tail of Search

Carve Out Your Own Search Engine Real Estate

Web Landing Pages to Drive Action

Search Engine Marketing in a Fragmented Business

CHAPTER 25 MAKE IT HAPPEN

Your Mindset

Getting the Help You Need (and Rejecting What You Don't)

Great for Any Organization

Now It's Your Turn

Acknowledgments for the Third Edition

About the Author

Preview: Real-Time Marketing & PR

Preview: The New Rules of Social Media Book Series

Index



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