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David Meerman Scott
The New Rules of Marketing and PR
Читать книгу The New Rules of Marketing and PR - David Meerman Scott, Kevin Nalty, Steve Garfield - Страница 1
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Praise for
The New Rules of Marketing & PR
Also by David Meerman Scott
The New Rules of Marketing & PR How to Use Content Marketing, Podcasting, Social Media, AI, Live Video, and Newsjacking to Reach Buyers Directly
Seventh Edition
David Meerman Scott
Страница 5
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CONTENTS
Guide
Pages
Introduction
The New Rules
Life with the New Rules
What’s New
Writing Like on a Blog, but in a Book
Showcasing Success
Notes
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1 The Old Rules of Marketing and PR Are Ineffective in an Online World
Advertising: A Money Pit of Wasted Resources
One-Way Interruption Marketing Is Yesterday’s Message
The Old Rules of Marketing
Public Relations Used to Be Exclusively about the Media
Public Relations and Third-Party Ink
Yes, the Media Are Still Important
Press Releases and the Journalistic Black Hole
The Old Rules of PR
Learn to Ignore the Old Rules
Notes
2 The New Rules of Marketing and PR
The Most Important Communications Revolution in Human History
Open for Business
The Long Tail of Marketing
Tell Me Something I Don’t Know, Please
Bricks-and-Mortar News
The Long Tail of PR
The New Rules of Marketing and PR
The Convergence of Marketing and PR on the Web
Notes
3 Reaching Your Buyers Directly
The Right Marketing in a Wired World
Let the World Know about Your Expertise
Develop Information Your Buyers Want to Consume
Big Birge Plumbing Company Grows Business in a Competitive Market
Buyer Personas: The Basics
Think Like a Publisher
Staying Connected with Members and the Community
Know the Goals and Let Content Drive Action
Real-Time Business at American Airlines Reaches Buyers Directly
Notes
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4 Social Media and Your Targeted Audience
What Is Social Media, Anyway?
Social Media Is a Cocktail Party
“Upgrade to Canada” Social Program Nabs Tourists from Other Countries
Social Networking and Agility
When Social Networking Doesn’t Work: The Cannabis Business in America
The New Rules of Job Search
How to Find a New Job via Social Media
Social Networking Drives Adagio Teas’ Success
Notes
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