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The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (精装)
by David Meerman Scott
| Category:
Marketing, PR, Marketing communication, Entrepreneurship |
| Market price: ¥ 248.00
MSL price:
¥ 228.00
[ Shop incentives ]
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| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
 Good for Gifts |
MSL Pointer Review:
An excellent "must read" for all marketing managers, corporate communications staff and entrepreneurs.
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AllReviews |
1 Total 1 pages 7 items |
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From Publishers Weekly, USA
<2008-07-16 00:00>
Though it may not yet have affected the value of 30 seconds of Super Bowl advertising, PR insider Scott argues that understanding the growing irrelevance of marketing's "old rules" is vital to thriving in the new media jungle. Already apparent in newspapers and magazines (with sharp downturns in circulation and ads), radio (on the losing end of the iPod revolution) and direct mail (digitally replaced by spam), the imminent fall of traditional mass media marketing means new opportunities for legions of smaller companies and independent professionals who need to reach niche markets cheaply and effectively. The way Scott sees it, this is also good news for consumers: the online culture of integrity and information tends to produce quality content for less, as opposed to the vapid, one-sided and pricey advertising of print media and television. Scott provides the technical novice a thoughtful and accessible guide to cutting-edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can't substitute for a well-thought out marketing program. Besides emphasizing fundamentals like defining one's audience, Scott also drills home the ethos and etiquette of the web, encouraging content that's both useful and unobtrusive. This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition.
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From Brand Strategy, USA
<2008-07-16 00:00>
a valuable source of inspiration |
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From Gulf Business, USA
<2008-07-16 00:00>
This book is useful if you would like to learn more about new formats such as RSS, vodcasts and viral marketing. |
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Jay Conrad Levinson, USA
<2008-07-16 00:00>
The Internet is not so much about technology as it is about people. David Meerman Scott, in his remarkable The New Rules of Marketing and PR, goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules which show you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life case histories and an engaging style. |
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Mark Levy, USA
<2008-07-16 00:00>
The New Rules of Marketing & PR teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization.
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Roy Young, USA
<2008-07-16 00:00>
The history of marketing communications - about 60 years or so - has been about pushing messages to convince prospects to take some action we need. Now marketing communications, largely because the overwhelming power and influence of the web and other electronic communications, is about engaging in conversation with prospects and leading / persuading them to take action. David Meerman Scott shows how marketing is now about participation and connection, and no longer about strong arm force.
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By a guest reviewer, USA
<2008-07-16 00:00>
David Meerman Scott practices what he preaches. He used his blog, Web Ink Now (www.webinknow.com), to develop content for this book.
The book's thesis is that the Web offers companies and organizations of all sizes the ability to get, "...the right message to the right people at the right time." Its main strategic point is that marketers should focus on buyers and their problems (rather than hyping products and services), and think like a publisher by, "...delivering content when and where it is needed and, in the process, branding you and your organization as a leader."
To me, the book's greatest value is its in-depth examination of new media tactics and channels, such as blogs, podcasts, videos, search engines, online media rooms, and more. The book is structured like a blog, and divided into three sections: 1) How the Web Has Changed the Rules of Marketing and PR, 2) Web-Based Communications to Reach Buyers Directly, and 3) Action Plan for Harnessing the Power of the New Rules.
If you are just dipping your toes into new media marketing, read the whole book. While information in some sections is redundant, it will be worth your time. If you are already involved in new media marketing, dive right into section three's action plan, where information is cross-referenced (like a blog) to earlier sections in case you want to dig deeper into any specific subject. |
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1 Total 1 pages 7 items |
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