|
||||||||||||||||||
|
||||||||||||||||||
|
||||||||||||||||||
Frequently Bought Together
Customers Who Bought This Item Also Bought
Marketing to the Social Web: How Digital Customer Communities Build Your Business by Larry Weber |
The New Influencers: A Marketer's Guide to the New Social Media by Geoffrey A. Moore |
Guerilla Marketing on the Internet: The Definitive Guide from the Father of Guerilla Marketing by Jay Conrad Levinson |
Word of Mouth Marketing, Revised Edition: How Smart Companies Get People Talking by Seth Godin |
by David Meerman Scott
|
Product Details
Would you like to update product info or give feedback on images?
|
Product Description
From Publishers Weekly
Starred Review. Though it may not yet have affected the value of 30 seconds of Super Bowl advertising, PR insider Scott argues that understanding the growing irrelevance of marketing's "old rules" is vital to thriving in the new media jungle. Already apparent in newspapers and magazines (with sharp downturns in circulation and ads), radio (on the losing end of the iPod revolution) and direct mail (digitally replaced by spam), the imminent fall of traditional mass media marketing means new opportunities for legions of smaller companies and independent professionals who need to reach niche markets cheaply and effectively. The way Scott sees it, this is also good news for consumers: the online culture of integrity and information tends to produce quality content for less, as opposed to the vapid, one-sided and pricey advertising of print media and television. Scott provides the technical novice a thoughtful and accessible guide to cutting-edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can't substitute for a well-thought out marketing program. Besides emphasizing fundamentals like defining one's audience, Scott also drills home the ethos and etiquette of the web, encouraging content that's both useful and unobtrusive. This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
Though it may not yet have affected the value of 30 seconds of Super Bowl advertising, PR insider Scott argues that understanding the growing irrelevance of marketing's "old rules" is vital to thriving in the new media jungle. Already apparent in newspapers and magazines (with sharp downturns in circulation and ads), radio (on the losing end of the iPod revolution) and direct mail (digitally replaced by spam), the imminent fall of traditional mass media marketing means new opportunities for legions of smaller companies and independent professionals who need to reach niche markets cheaply and effectively. The way Scott sees it, this is also good news for consumers: the online culture of integrity and information tends to produce quality content for less, as opposed to the vapid, one-sided and pricey advertising of print media and television. Scott provides the technical novice a thoughtful and accessible guide to cutting-edge media arenas and formats such as RSS, vodcasts and viral marketing, without neglecting the fact that technological wizardry can't substitute for a well-thought out marketing program. Besides emphasizing fundamentals like defining one's audience, Scott also drills home the ethos and etiquette of the web, encouraging content that's both useful and unobtrusive. This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition. (July) (Publishers Weekly, August 6, 2007)
"a valuable source of inspiration" (Brand Strategy, November 2007)
"This book is useful if you would like to learn more about new formats such as RSS, vodcasts and viral marketing." (Gulf Business, Vol. 12/ Issue 7)
Inside This Book
(Learn More)
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Explore More
Concordance
Browse Sample PagesConcordance
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Tag this product(What's this?)Think of a tag as a keyword or label you consider is strongly related to this product.
Tags will help all customers organize and find favorite items. |
What do customers ultimately buy after viewing this item?
 |
86% buy the item featured on this page: The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly CDN$ 17.00 |
 |
4% buy Web Analytics: An Hour a Day CDN$ 22.67 |
 |
4% buy Tribes CDN$ 16.06 |
 |
4% buy Word of Mouth Marketing, Revised Edition: How Smart Companies Get People TalkingCDN$ 18.24 |
Customer Reviews
|
Share your thoughts with other customers:
|
||||||||||||||||||||||
Most helpful customer reviews
Share your thoughts with other customers: Create your own review
|
|
Listmania!
|
|
Look for similar items by category
- Books > Business & Investing > Industries & Professions > E-commerce > Internet Marketing
- Books > Business & Investing > Marketing & Sales > Marketing
- Books > Business & Investing > Marketing & Sales > Public Relations
- Books > Computers & Internet > Business & Culture > Web Marketing
- Books > New & Used Textbooks > Business & Finance > Marketing
- Books > Professional & Technical > Business Management > Marketing & Sales > Marketing > Web Marketing
- Books > Professional & Technical > Business Management > Marketing & Sales > Public Relations
Look for similar items by subject
Feedback
Would you like to update product info or give feedback on images?
Your Recent History
(What's this?)|
After viewing product detail pages or search results, look here to find an easy way to navigate back to pages you are interested in. |
