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9780470893364

The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly

by
  • ISBN13:

    9780470893364

  • ISBN10:

    0470893362

  • Format: eBook
  • Copyright: 2010-06-01
  • Publisher: Wiley
  • Purchase Benefits
List Price: $24.95
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Summary

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.

Table of Contents

Foreword
Welcome to the New Rules
Introduction
How the Web Has Changed the Rules of Marketing and PR
The Old Rules of Marketing and PR Are Ineffective in an Online World
The New Rules of Marketing and PR
Reaching Your Buyers Directly
Web-Based Communications to Reach Buyers Directly
Blogs: Tapping Millions of Evangelists to Tell Your Story
The New Rules of News Releases
Audio Content Delivery through Podcasting
Forums, Wikis, and Your Targeted Audience
Going Viral: The Web Helps Audiences Catch the Fever
The Content-Rich Web Site
Action Plan for Harnessing the Power of the New Rules
You Are What You Publish: Building Your Marketing and PR Plan
Online Thought Leadership to Brand Your Organization as a Trusted Resource
How to Write for Your Buyers
How Web Content Influences the Buying Process
How to Use News Releases to Reach Buyers Directly
The Online Media Room: Your Front Door for Much More Than the Media
The New Rules for Reaching the Media
Blogging to Reach Your Buyers
Podcasting and Video Made, Well, as Easy as Possible
Social Networking Sites and Marketing
Search Engine Marketing
Make It Happen
Acknowledgments
Index
About the Author
Preview: World Wide Rave
Table of Contents provided by Publisher. All Rights Reserved.

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