The new rules of marketing and PR how to use news releases, blogs, podcasts, viral marketing and online media to reach your buyers directly
| Main Author: | Scott, David Meerman. |
|---|---|
| Format: | Books Print Book |
| Language: | English |
| Published: |
Hoboken, N.J. :
John Wiley & Sons, Inc.,
2007.
|
| Subjects: |
Table of Contents:
- I. 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
- II. 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
- III. 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.