000			03456nam a2200325 i 4500
003			TH-BaBU
005			20230323111148.0
008			150514s2015 nju f 001 0 eng d
020			_a9781119070481
040			_aDLC _beng _cTH-BaBU
050		4	_aHF5415.1265 _bS367N 2015
100	1		_aScott, David Meerman, _eauthor.
245	1	4	_aThe new rules of marketing & PR : _bhow to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly / _cDavid Meerman Scott.
246	3		_aNew rules of marketing and PR
250			_aFifth edition.
264		4	_aHoboken, N.J. : _bWiley, _c©2015
300			_axxi, 458 pages
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
504			_aIndex included.
505	0		_aForeword / 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.
520			_a"The pioneering guide to the future of marketing, The New Rules of Marketing & PR, has been updated and revised to retain its place as the top marketing and public relations book available. Learn the latest tools and techniques to communicate with buyers directly and in real-time, raise online visibility, and increase sales. For professionals, entrepreneurs, business owners, and professors alike, this one-of-a-kind guide offers actionable strategies that can be implemented immediately. In this completely revised and updated Fifth edition, David Meerman Scott offers fresh examples of success from organizations around the world ; delivers revised and expanded information on techniques like Inbound Marketing, Content Marketing, and Newsjacking; and offers the latest on social networks such as YouTube, Twitter, Facebook, Instagram, Snapchat, and LinkedIn. The New Rules of Marketing & PR gives you the inside track to gain attention for your product, service, or idea at a fraction of the cost of traditional marketing and PR programs." -- Back cover.
650		0	_aInternet marketing.
650		0	_aPublic relations.
990			_aA33069 _b20230323
991			_aadm _bmar
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999			_c255694 _d255694