Scott, David Meerman.
Hoboken, New Jersey : John Wiley & Sons, Inc., [2013]
Added to CLICnet on 10/13/2014

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Notes:

• Includes index.
• Includes bibliographical references and index.
• 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 — 4. Social media and your targeted audience — 5. Blogs: tapping millions of evangelists to tell your story — 6. Audio and video drive action — 7. The new rules of news releases — 8. Going viral: the Web helps audiences catch the fever — 9. The content-rich website — 10. Marketing and PR in real time — 11. You are what you publish: building your marketing and PR plan — 12. Online thought leadership to brand your organization as a trusted resource — 13. How to create for your buyers — 14. How Web content influences the buying process — 15. Mobile marketing: reaching buyers wherever they are — 16. Social networking sites and marketing — 17. Blogging to reach your buyers — 18. An image is worth a thousand words — 19. Video and podcasting made, well, as easy as possible — 20. How to use news releases to reach buyers directly — 21. Your newsroom: a front door for much more than the media — 22. The new rules for reaching the media — 23. Newsjacking your way into the media — 24. Search engine marketing — Make it happen.
• This book is 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 of modern marketing and PR to communicate with buyers directly, raise visibility, and increase sales. It shows how large and small companies, nonprofits, and other organizations 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 eager to hear from you. 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. 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. – Publisher.

Subjects:

• Internet marketing.
• Public relations.
• Internet marketing. fast (OCoLC)fst00977272
• Public relations. fast (OCoLC)fst01082892

Requested by Lohman, L