Читать книгу The New Rules of Marketing and PR - David Meerman Scott, Kevin Nalty, Steve Garfield - Страница 15

The most exciting aspect of the book is that, throughout these pages, I have the honor of showcasing some of the best examples of building successful programs on the web. There are more than 50 profiles throughout the book, many of them featuring the marketers’ own words from interviews with me. These profiles bring the concepts to life. You’ll learn from people at Fortune 500 companies and at businesses with just a handful of employees. These companies make products ranging from racing bicycles to jet helicopters and from computer software to men’s hair accessories. Some of the organizations are well known to the public, while others are famous only in their own market niches. I profile nonprofit organizations, political advocacy groups, and an inner city school district. I tell the stories of independent consultants, churches, rock bands, and lawyers, all of whom successfully use the web to reach their target audiences.

I can’t thank enough the people who shared their time with me, on the phone and in person. I’m sure you’ll agree that they are the stars of the book. My favorite part is that many of them are people who read earlier editions and shared their success with me. How cool is that? You can read this edition and be equipped to create programs that could grow your business and lead you to achievements that might inform readers of future editions!

As you read the stories of successful marketers, remember that you will learn from them even if they come from a very different market, industry, or type of organization from your own. Nonprofits can learn from the experiences of corporations. Consultants will gain insights from the successes of rock bands. In fact, I’m absolutely convinced that you will learn more by emulating successful ideas from outside your industry than by copying what your nearest competitor is doing. Remember, the best thing about new rules is that your competitors probably don’t know about them yet.

Thank you for your interest in the new rules. I hope that you too will be successful in implementing these strategies and will improve your life as a result.

—David Meerman Scott

davidmeermanscott.com

@dmscott