The New Rules of Marketing and PR
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Scott David Meerman. The New Rules of Marketing and PR
PRAISE FOR THE NEW RULES OF MARKETING & PR
ALSO BY DAVID MEERMAN SCOTT
FOREWORD
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. SOCIAL MEDIA AND YOUR TARGETED AUDIENCE
5. BLOGS: TAPPING MILLIONS OF EVANGELISTS TO TELL YOUR STORY
6. AUDIO AND VIDEO DRIVE ACTION
7. GOING VIRAL: THE WEB HELPS AUDIENCES CATCH THE FEVER
8. THE CONTENT-RICH WEBSITE
9. MARKETING AND PR IN REAL TIME
III. ACTION PLAN FOR HARNESSING THE POWER OF THE NEW RULES
10. YOU ARE WHAT YOU PUBLISH: BUILDING YOUR MARKETING AND PR PLAN
11. GROWING YOUR BUSINESS: HOW MARKETING AND PR DRIVE SALES
12. STRATEGIES FOR CREATING AWESOME CONTENT
13. HOW TO WRITE FOR YOUR BUYERS
14. SOCIAL NETWORKING AS MARKETING
15. BLOGGING TO REACH YOUR BUYERS
16. AN IMAGE IS WORTH A THOUSAND WORDS
17. VIDEO AND PODCASTING MADE EASY
18. HOW TO USE NEWS RELEASES TO REACH BUYERS DIRECTLY
19. YOUR NEWSROOM: A FRONT DOOR FOR MUCH MORE THAN THE MEDIA
20. THE NEW RULES FOR REACHING THE MEDIA
21. NEWSJACKING YOUR WAY INTO THE MEDIA
22. SEARCH ENGINE MARKETING
23. MAKE IT HAPPEN
ACKNOWLEDGMENTS FOR THE SIXTH EDITION
ABOUT THE AUTHOR
HAVE DAVID MEERMAN SCOTT SPEAK AT YOUR NEXT EVENT!
INDEX
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Отрывок из книги
The New Rules of Sales and Service: How to Use Agile Selling, Real-Time Customer Engagement, Big Data, Content, and Storytelling to Grow Your Business
Marketing the Moon: The Selling of the Apollo Lunar Program (with Richard Jurek)
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Mark said, “I took your advice back in 2006 and started a blog. If you Google ‘fix sales problems,’ you will find 42 million listings, and I am number one in the world! Thanks again for the advice years ago, and I forced myself to do it and I am glad I did.”
Julie, who is a senior executive at a PR firm, handed out copies to all 75 of her staff members. Mike wrote to say that his company takes advantage of all the trends and techniques described in the book. He purchased a bunch of copies to share with everyone in his organization. Larry bought copies for all the members of his professional association. Robin, who works for a company that offers public relations services, purchased 300 copies for clients. People approach me at conferences asking me to sign wonderfully dog-eared, coffee-stained, Post-it-noted copies of the book. Sometimes they tell me some funny secrets, too. Kathy, who works in PR, said that if everyone read it, she'd be out of a job! David told me he used what he learned to find a new job.
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