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The new rules of marketing & PR : how to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly /

By: Scott, David Meerman [author.].
Publisher: Hoboken, New Jersey : John Wiley & Sons, Inc., 2015Edition: Fifth edition.Description: xxi, 458 pages : ill. ; 26 cm.Content type: text $2 rdacontent | text Media type: unmediated $2 rdamedia | unmediated Carrier type: volume $2 rdacarrier | volumeISBN: 9781119070481; 9781119070481; 1119070481.Subject(s): Electronic commerce | Internet marketing | Marketing | Public relationsDDC classification: 658.872
Contents:
Foreword / Robert Scoble -- Introduction -- I. How the web has changed the rules of marketing and PR : -- The old rules of marketing and PR are ineffective in an online world -- The new rules of marketing and PR -- Reaching your buyers directly -- II. Web-based communications to reach buyers directly : -- Social media and your targeted audience -- Blogs: tapping millions of Evangelists to tell your story -- Audio and video drive action -- Going viral: the web helps audiences catch the fever -- The content-rich website -- Marketing and PR in real time -- III. Action plan for harnessing the power of the new rules : -- You are what you publish: building your marketing and PR plan -- Growing your business: how marketing and PR drive sales -- Online thought leadership to brand your organization as a trusted resource -- How to write for your buyers -- Mobile marketing: reaching buyers wherever they are -- Social networking as marketing -- Blogging to reach your buyers -- An image is worth a thousand words -- Video and podcasting made, well, as easy as possible -- How to use news releases to reach buyers directly -- Your newsroom: a front door for much more than the media -- The new rules for reaching the media -- Newsjacking your way into the media -- Search engine marketing -- Make it happen.
Summary: Scott analyses how the internet has revolutionised communications and promotions. Told with many compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.
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Includes index.

Foreword / Robert Scoble -- Introduction -- I. How the web has changed the rules of marketing and PR : -- The old rules of marketing and PR are ineffective in an online world -- The new rules of marketing and PR -- Reaching your buyers directly -- II. Web-based communications to reach buyers directly : -- Social media and your targeted audience -- Blogs: tapping millions of Evangelists to tell your story -- Audio and video drive action -- Going viral: the web helps audiences catch the fever -- The content-rich website -- Marketing and PR in real time -- III. Action plan for harnessing the power of the new rules : -- You are what you publish: building your marketing and PR plan -- Growing your business: how marketing and PR drive sales -- Online thought leadership to brand your organization as a trusted resource -- How to write for your buyers -- Mobile marketing: reaching buyers wherever they are -- Social networking as marketing -- Blogging to reach your buyers -- An image is worth a thousand words -- Video and podcasting made, well, as easy as possible -- How to use news releases to reach buyers directly -- Your newsroom: a front door for much more than the media -- The new rules for reaching the media -- Newsjacking your way into the media -- Search engine marketing -- Make it happen.

Scott analyses how the internet has revolutionised communications and promotions. Told with many compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.

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