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

By: Scott, David Meerman [author]
Publisher: Hoboken, N.J. : John Wiley & Sons, Inc., c2009Description: xxxi, 287 pages 23 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780470379288Subject(s): Internet marketing | Public relationsDDC classification: 658.8/72 LOC classification: HF5415.1265 | .S393 2009Online resources: Table of contents only | Publisher description | Contributor biographical information
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 -- [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 --
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SUBJECT REFERENCE 		658.872 Sco83 2009 (Browse shelf) Available CITU-CL-39647
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Includes index.

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 --
[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 --

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