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

Author
Scott, David Meerman
Published
Hoboken, N.J. : John Wiley & Sons, 2008.
Copyright Date
©2009
Edition
Rev. and updated.
Physical Description
1 online resource (xxxi, 287 pages)
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Contents
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. and [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].
Subject(s)
ISBN
9780470379288
0470379286
Note
Title from resource description page (viewed June 1, 2009).
"Revised and updated with new sections on social media."--Cover.
Bibliography Note
Includes bibliographical references and index.
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