The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly

( 45 )

Overview


The Internet has profoundly changed the way people communicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). In the old days, companies could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today the rules have changed entirely.

The New Rules of Marketing and PR shows you how to leverage the ...
See more details below
Available through our Marketplace sellers.
Other sellers (Paperback)
  • All (62) from $1.99   
  • New (2) from $45.00   
  • Used (60) from $1.99   
Close
Sort by
Page 1 of 1
Showing All
Note: Marketplace items are not eligible for any BN.com coupons and promotions
$45.00
Seller since 2014

Feedback rating:

(136)

Condition:

New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.

New
Brand new.

Ships from: acton, MA

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
$45.00
Seller since 2014

Feedback rating:

(136)

Condition: New
Brand new.

Ships from: acton, MA

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
Page 1 of 1
Showing All
Close
Sort by
Marketplace
BN.com

All Available Formats & Editions

Overview


The Internet has profoundly changed the way people communicate and interact with each other. But it has also changed the way businesses communicate with their customers (and those who they want to be customers). In the old days, companies could only communicate through the filter of expensive advertising or media ink placed by a PR firm. Today the rules have changed entirely.

The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the those who make your business work. You can reach niche buyers with targeted messages that cost a fraction of your big-budget ad campaign. Rather than bombard them with advertising they’ll likely ignore, you can focus on getting the right message to the right people at the right time.

When people visit your company’s Web site, they aren’t there to hear your slogan or see your logo again. They want information, interaction, and choice—and you’d be a fool not to give it to them. This one-of-a-kind guide to the future of marketing includes a step-by-step action plan for harnessing the power of the Internet, showing you how to identify audiences, create compelling messages, get those messages to the right people, and lead those consumers into the buying process. Including a wealth of compelling case studies and real-world examples, this is a practical guide to the new reality of PR and marketing.
Read More Show Less

Product Details

  • ISBN-13: 9780470379288
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 11/3/2008
  • Edition number: 1
  • Pages: 320
  • Product dimensions: 5.40 (w) x 8.40 (h) x 0.90 (d)

Table of Contents

Foreword Robert Scoble.

Welcome to the New Rules.

Introduction.

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.

Acknowledgments.

Index.

About the Author.

Preview: World Wide Rave.

Read More Show Less

Customer Reviews

Average Rating 4
( 45 )
Rating Distribution

5 Star

(21)

4 Star

(14)

3 Star

(6)

2 Star

(0)

1 Star

(4)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
See All Sort by: Showing 1 – 20 of 45 Customer Reviews
  • Posted May 8, 2010

    You need to read this book

    Having just started my own business, I am working hard to develop a solid marketing strategy...there is no doubt that effective use of social media will play a HUGE role in marketing. This book was perfect and exactly what I was looking for to help me understand the benefits / costs of each of the social media. It was well laid out and easy to understand. A MUST read!

    3 out of 3 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted April 10, 2010

    I Also Recommend:

    A Good How-To For New Media Neophytes

    Anyone can start a blog or publish on twitter, but if you're doing so for business purposes and you're not hearing from your customers, this book might be able to help you figure out why.

    "The New Rules of Marketing & PR" is a "how-to" on new media, social media and social networking. The text is divided into three sections: the first discusses how new media has changed the old rules of marketing/PR, including the shift from communicating with media to communicating directly with the customer; the second addresses Web-based communications for reaching those customers; and the third outlines what author David Meerman Scott calls, "an action plan for harnessing the power of the new rules."

    If you're new to social media and are considering rolling out a marketing/PR strategy that uses it, read this book cover-to-cover. Scott uses a lot of easy-to-follow metaphors to explain concepts that I would categorize as "good things to keep in mind to prevent yourself from looking foolish out there." For example, Scott uses the metaphor of social media as a cocktail party (p. 39). Most of us know not to walk into a party and start talking (or shouting!) about ourselves to anyone who will listen; Scott advises treating the online conversation the same way. Make friends first, business will follow.

    If you're already using some social media (blogging, Facebook, Twitter, etc), you could skip to the chapters that discuss the tools you're trying to use. Since there's no hard and fast formula for how/when/what type of social media to use, this book doesn't say "if you're in X business then use Y channel." Read about the channels that interest you or, more importantly, read about those your customers are using.

    Scott paints a pretty clear picture of "best practice" through metaphors like the one mentioned above and through best/worst case examples of real world social/new media use. I won't say this book will change your life, but it might revolutionize the way you approach conversations with your customers in the Web 2.0 world -- and that might just make all the difference.

    2 out of 2 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted January 27, 2011

    more from this reviewer

    New Rules Or Just New Media?

    I'm not so sure there are actually new rules for marketing and public relations as much as there is new technology to use to apply the old ones, but David Meerman Scott does an excellent job of telling you how to do it. His advice to "target a specific audience," for example, is certainly not a new concept to marketing professionals. In fact, I spend a great deal of time on that subject in The Dynamic Manager's Guide To Marketing and Advertising. The way he applies the rule to social networking sites like LinkedIn, however, is definitely worth exploring. The book is particularly useful when it comes to helping the technical novice understand such basic tools as RSS feeds and YouTube videos. The author's insistence that the marketer build an online presence around useful, unobtrusive content is particularly appealing.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted December 29, 2010

    Better Than I Expected!

    This was a better book than I expected it to be. Pleasantly surprised at the amount of great ideas that this book had. It really did well in discussing the old rules, versus the new rules. I definitely used some of the ideas that I got from this book. Overall, I think it was a pretty good book. It isn't a book if you are already using Social Media, Blogs, News Releases, Online Video.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted August 1, 2010

    I Also Recommend:

    I've given a copy to friends and recommended this book hundreds of times

    I started out in the traditional journalism, PR, and marketing field but adapted these techniques over the last 20 years. David Meerman Scott shows the best of the new media way to get attention for your brand and increase traffic, leads, qualified prospects, the press, and all the stakeholders involved in your market.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted April 10, 2010

    If you are looking for a social media how-to, look no further

    The New Rules of Marketing and PR is a great read for anyone interested in learning the essentials of how to create compelling social media programs. David Meerman Scott uses an excellent blog-like writing style throughout the book that makes it much more engaging than most "how-to" books.
    The book begins with a great overview of how social media tactics have really blurred the lines between marketing and public relations and how both these disciplines have been forced to rethink the value of investing marketing dollars in mass marketing tactics. The latter part of the book is dedicated to the "how-to" of the most widely used social media channels (social network sites, blogs, video/podcasting, and for PR/Marketing folks online news rooms/news releases). The instructional manner in which these chapters are laid out make them an invaluable resource that you will find yourself coming back to time and again as you test out the these social media channels. Mr. Scott also provides valuable information on search optimizing your social media/Web content. I found it really interesting how in order search optimize himself he uses his middle name to help him stand out from the crowd of "David Scotts."
    To really bring home the power of social media, Mr. Scott presents an array of organizations throughout his book that through trial and error found a winning mix of social media channels and content that have been able to propel their products and services to new levels of success. Most of the organizations featured don't have sexy products (think concrete and the Air Force) or a ton of experience in the space, but what they do have is something to say that their audience wants to hear and a willingness to interact with their audience on "their turf." The case studies really illustrate that if an organization is willing to put themselves out there by exposing themselves to customers' feedback (positive and negative) that it can really help them create credibility among their audience - credibility that translates into more business.
    After reading this book, you really start to understand that social media is not a fad, but a paramount shift in how people communicate, and in turn a shift in how marketers must communicate with their customers. And although Mr. Scott spends the majority of his book telling the reader that the old rules of the PR/Marketing disciplines no longer apply (e.g., mass "interruption" marketing and press release blasts). He does highlight two things that have always been important and will always be 1) Know your audience (create member personas) and 2) Provide your customers with the content that they want, not a glossy marketing/PR pitch. Customers are smart and will see through the spin!
    All-in-all this is a great book that acknowledges that social media technologies are always changing and the companies that will succeed in using them must be flexible and willing to change their marketing strategies with the changing technologies.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted February 22, 2010

    more from this reviewer

    You need to know the new rules

    Very Compelling. Great synopsis of how the internet has/is changing the PR/Marketing industry. This book is a must read for traditional PR/marketing professional who knows the landscape is transforming and needs a foundation on which to build new skills. I am not an entrepeneur but do suggest if you are a small biz owner or want to be, take the time to read this. Also included, besides solid examples of case studies, are how-tos in building your own plans.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted December 16, 2009

    more from this reviewer

    The Best Marketing Tactics to Implement Now

    In this book, David Meerman Scott presents an integrated marketing plan that anyone can implement. I've been implementing many of these tactics in my own marketing and for clients, and I know that they work. The problem is that many people don't like change and don't like to try new things. They seem to want to keep spending large amounts of money on traditional advertising and marketing. Online marketing is critical to attracting today's buyers. The New Rules of Marketing and PR is a must read for anyone that wants to succeed with their marketing.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted March 24, 2009

    more from this reviewer

    I Also Recommend:

    The New Rules

    I have recently just become aware of the author, David Meerman Scott with his latest book World Wide Rave. After reading World Wide Rave I decided to begin reading his other books starting with The New Rules of Marketing & PR - so I will be going back in time with my reviews. I found The New Rules to be a great read with plenty of useful information; the ideas contained within are well ahead of its time. This book explores tools for promoting a successful marketing campaign such as social media, podcasting, blogging, etc. which stand to redefine the way marketing is done. This book is packed with great ideas, tips for executing these ideas, and real world examples of those achieving success using the techniques outlined in this book. I did find World Wide Rave to be an easier read given the unique layout of that book, however I have the benefit of hindsight as I am working my way backward through his work. Great read and highly recommended for those interested in the subject matter and being on the cutting edge of marketing.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Posted May 1, 2011

    Roadmap to a more in depth strategy

    This books discusses all aspects of new PR on a broad level; it is the best place to start. The nitty gritty of each of those strategies and techniques will require further reading in each of the subjects.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted May 1, 2009

    Compelling Read!

    Mr. Scott's book offers a compelling blue print for marketers interested in moving their program and staff into the world of Web 2.0. Although everything in the book may be applicable to my business, a lot of certainly is. And everything I read is certainly valuable in one way or another.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted March 23, 2009

    An important book

    Rules for marketing and PR are on the move. This book gets it right between the eyes and opens them to the reader. An important book for those who want to be in today's market.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted January 16, 2009

    Great Primer for Students; Must-Read for PR Executives

    In The New Rules of Marketing and PR, author David Meerman Scott wastes no time in tearing down the PR establishment¿s game.<BR/><BR/>"Prior to the Web, organizations had only two significant choices to attract attention: buy expensive advertising or get third-party ink from the media. But the Web has changed the rules. The Web is not TV. Organizations that understand that understand the New Rules of Marketing and PR develop relationships directly with consumers like you and me" (5).<BR/><BR/>From here, Meerman takes you through a number of case studies on how consumers¿ purchasing habits have changed as a result of the Web. One only needs to consider the popularity of on-line shopping at Christmastime to get the gist of Meerman¿s philosophy. But Meerman does more than plug you into the online shopping world. He explains the latest concepts in communication technology as well as how to use them. As a bonus, Meerman provides an action plan to harness the power of his ideas.<BR/><BR/>The unfortunate downside of this book is that The New Rules of Marketing and PR doesn¿t address changes in the communications landscape since the book was written in 2007. Meerman discusses Squidoo without the knowledge of Twitter. He discusses MySpace at the expense of Facebook. Clearly, The New Rules could use a second edition.<BR/><BR/>The book is quick and easy to read, otherwise, much like the blog strategies he recommends. The New Rules of Marketing and PR is a great primer for college students majoring in communications and a must-read for executives who want (need) to understand the shifting landscape of public relations.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted January 21, 2008

    A quick read about how the Internet has changed marketing and PR practices

    David Meerman Scott asserts that the Internet has transformed marketing and public relations forever, and he¿s undoubtedly got a point however, his argument is extremely light on facts and figures (the text contains hardly any numbers at all), and heavy on case studies. Based on Scott¿s blog, the book is anecdotal, chatty, easy to read and occasionally repetitive. Scott is an evangelist for using the Web in new ways, and his ideas are useful and practical. We recommend this book to experienced marketers who are unfamiliar with or skeptical of new media and techniques younger readers may find it superficial or obvious.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted October 2, 2007

    web demands new approaches to marketing

    This is a great book - I wish I had written it myself. It's the first book I have seen to really seize on the totally new game of web-based marketing in all its forms - blogs, podcasts, even viral marketing! Even if readers don't plan to use all these approaches, if they inhabit, or their customers inhabit the web, they need to understand it. The book has a fabulous action plan, and even if companies chose to time-phase their new marketing approach by hitting only one or two items to start, the sequence of rapid-fire new marketing solutions is easy to hook into as this approach takes over.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted June 11, 2007

    This Book will Change Your Aproach to the Web

    After devouring this book it has a record number of post it notes attached to pages. The 'new style ' of writing books first in a blog and then into print is starting to generate more books like this one, chock full of very useful information and methods, vs academic tomes with thoughtful but less tested ideas. So many great ideas in this book, but one that comes up early is that Press Releases are read as much by buyers than any other group out there, due to search engine retrieval long after the release date. So you need to write your releases as much for your buyers as to media, and make sure they are always posted on your site media centre. This reinforces the need for all your web content to talk to buyers in their words about their issues, not how great your company or product is. One more reinforcement of the core research findings behind our Precision Sales and Marketing approach. A library keeper, but a working book, not just a reference.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted January 13, 2012

    No text was provided for this review.

  • Anonymous

    Posted January 28, 2010

    No text was provided for this review.

  • Anonymous

    Posted January 7, 2010

    No text was provided for this review.

  • Anonymous

    Posted April 27, 2011

    No text was provided for this review.

See All Sort by: Showing 1 – 20 of 45 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)