LEADER 06018nam 2200721 450 001 9910823287403321 005 20231206153602.0 010 $a1-119-07067-8 010 $a1-119-17249-7 010 $a1-119-07066-X 035 $a(CKB)3710000000476473 035 $a(EBL)4187270 035 $a(SSID)ssj0001552964 035 $a(PQKBManifestationID)16171621 035 $a(PQKBTitleCode)TC0001552964 035 $a(PQKBWorkID)14812848 035 $a(PQKB)10410102 035 $a(PQKBManifestationID)16226367 035 $a(PQKB)21935160 035 $a(DLC) 2015019921 035 $a(Au-PeEL)EBL4187270 035 $a(CaPaEBR)ebr11128357 035 $a(CaONFJC)MIL831266 035 $a(OCoLC)910009559 035 $a(Au-PeEL)EBL7147545 035 $a(CaSebORM)9781119070481 035 $a(MiAaPQ)EBC4187270 035 $a(MiAaPQ)EBC7147545 035 $a(PPN)233570721 035 $a(EXLCZ)993710000000476473 100 $a20160104h20152015 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt 182 $cc 183 $acr 200 14$aThe new rules of marketing & PR $ehow to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly /$fDavid Meerman Scott 205 $aFifth edition. 210 1$aHoboken, New Jersey :$cWiley,$d2015. 210 4$dİ2015 215 $a1 online resource (465 pages) 300 $aIncludes index. 311 $a1-119-07048-1 327 $aPraise for The New Rules of Marketing & PR; Title Page; Copyright; Dedication; Foreword; Introduction; The New Rules; Life with the New Rules; What's New; Writing Like on a Blog, But in a Book; Showcasing Success; 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 327 $aYes, 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 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; 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 327 $aDevelop 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; 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; "Upgrade to Canada" Social Program Nabs Tourists from Other Countries; Social Networking and Agility; The New Rules of Job Search 327 $aHow 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; 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); California Lawyer Blogs to Build Authority and Drive More Business; Understanding Blogs in the World of the Web; The Four Uses of Blogs for Marketing and PR 327 $aMonitor 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 327 $aHack the Entrepreneur Podcast Delivers New Customers for Host's Business 330 $a"The pioneering guide to the future of marketing, The New Rules of Marketing & PR, has been updated and revised to retain its place as the top marketing and public relations book available. Learn the latest tools and techniques to communicate with buyers directly and in real-time, raise online visibility, and increase sales. For professionals, entrepreneurs, business owners, and professors alike, this one-of-a-kind guide offers actionable strategies that can be implemented immediately. In this completely revised and updated Fifth edition, David Meerman Scott offers fresh examples of success from organizations around the world ; delivers revised and expanded information on techniques like Inbound Marketing, Content Marketing, and Newsjacking; and offers the latest on social networks such as YouTube, Twitter, Facebook, Instagram, Snapchat, and LinkedIn. The New Rules of Marketing & PR gives you the inside track to gain attention for your product, service, or idea at a fraction of the cost of traditional marketing and PR programs." -- Back cover. 606 $aInternet marketing 606 $aPublic relations 615 0$aInternet marketing. 615 0$aPublic relations. 676 $a658.8/72 700 $aScott$b David Meerman$0504476 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910823287403321 996 $aThe new rules of marketing & PR$93923444 997 $aUNINA