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The New Rules of Marketing and PR [Paperback]

David Meerman Scott
4.3 out of 5 stars  See all reviews (3 customer reviews)

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Book Description

Jan. 12 2010 New Rules of Marketing & PR: How to Use Social Media, Blogs,
A completely revised and updated edition of the BusinessWeek bestseller on effective, modern marketing and PR best practices

The New Rules of Marketing and PR shows you how to leverage the potential that Web-based communication offers your business. Finally, you can speak directly to customers and buyers, establishing a personal link with the people who make your business work.

This new second edition paperback keeps you up-to-date on the latest trends.

  • New case studies and current examples are included to illustrate the very latest in marketing and PR trends
  • Completely updated to reflect the latest marketing and PR techniques using social media sites such as Twitter, Facebook, and YouTube
  • Includes a step-by-step action plan for harnessing the power of the Internet to communicate directly with buyers, increase sales, and raise online visibility
  • David Meerman Scott is a renowned online marketing strategist, keynote speaker and the author of World Wide Rave, from Wiley

The New Rules of Marketing and PR, Second Edition gives you all the information you need to craft powerful and effective marketing messages and get them to the right people at the right moment-at a fraction of the price of a traditional marketing campaign.


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Review

"The Internet is not so much about technology as it is about people. David Meerman Scott, in his remarkable The New Rules of Marketing and PR, goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules which show you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life case histories and an engaging style."
—Jay Conrad Levinson, The Father of Guerrilla Marketing and Author, Guerrilla Marketingseries of books

"The New Rules of Marketing & PR teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization."
Mark Levy, Co-author of How to Persuade People Who Don’t Want to be Persuaded and founder of Levy Innovation: A Marketing Strategy Firm

"The history of marketing communications - about 60 years or so - has been about pushing messages to convince prospects to take some action we need. Now marketing communications, largely because the overwhelming power and influence of the web and other electronic communications, is about engaging in conversation with prospects and leading / persuading them to take action. David Meerman Scott shows how marketing is now about participation and connection, and no longer about strong arm force."
Roy Young, Chief Revenue Officer, MarketingProfs.com and co-author Marketing Champions: Practical Strategies for Improving Marketing’s Power, Influence and Business Impact

"I've relied on The New Rules of Marketing & PR as a core text for my New Media and Public Relations course at Boston University for the past six semesters. David's book is a bold, crystal clear, and practical guide toward a new (and better) future for the profession."
Stephen Quigley, Boston University

"David Meerman Scott not only offers good descriptions of digital tools available for public relations professionals but also explains strategy, especially the importance of thinking about PR from publics' perspectives, and provides lots of helpful examples. My students loved this book."
Karen Miller Russell, Associate Professor, Grady College of Journalism and Mass Communication, University of Georgia.

"For practical P.R. in the age of Twitter, see...The New Rules of Marketing and PR."-- The New York Times

From the Back Cover

Market to win with this new edition of the bestseller!

The first edition of The New Rules of Marketing & PR presented readers with a unique playbook to navigate marketing in the Internet Age. Now, in this fully revised and updated edition, author David Meerman Scott gives you all the hottest insider tips on the very latest winning tools and techniques so you can confidently market any product, service, or idea. With The New Rules of Marketing & PR, Second Edition, you'll soon be publishing powerful and effective information on the Web, reaching your buyers directly, and saving big on your budget.

Praise for The New Rules of Marketing & PR

"This excellent look at the basics of new-millennial marketing should find use in the hands of any serious PR professional making the transition."
Publishers Weekly (starred review)

"[Scott] goes far beyond technology and explores the ramifications of the Web as it pertains to people. He sets down a body of rules that shows you how to negotiate those ramifications with maximum effectiveness. And he does it with real-life histories and an engaging style."
Jay Conrad Levinson, "The Father of Guerrilla Marketing" and author of the Guerrilla Marketing series of books

"The New Rules of Marketing & PR teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization."
Mark Levy, coauthor of How to Persuade People Who Don't Want to Be Persuaded and founder of Levy Innovation, a marketing strategy company

"I've relied on The New Rules of Marketing & PR as a core text for my New Media and Public Relations course at Boston University for the past six semesters. David's book is a bold, crystal clear, and practical guide toward a new (and better) future for the profession."
Stephen Quigley, Boston University


Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

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4.3 out of 5 stars
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Most helpful customer reviews
By Saif
Format:Paperback
Great book about the revolution of social media. Times are changing and people are talking about products, brands, and companies on sites like facebook and twitter whether people like it or not. Traditional forms of advertising and marketing are giving way to facebook, twitter, blogs, forums and other social media. Companies and individuals can either catch the train or get left behind. This book addresses these issues in a really entertaining and simple way. I really enjoyed the book and highly recommend it.
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4.0 out of 5 stars A good read. Aug. 28 2010
Format:Paperback
I enjoyed reading this book, and have utilised it as a resource for my business often.
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0 of 1 people found the following review helpful
4.0 out of 5 stars Great Resource March 23 2010
By Ava
Format:Paperback
This book is current, informative, insightful and easy to read. You can pick it up at any chapter and begin reading.

Essential to anyone in PR and marketing...
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.3 out of 5 stars  120 reviews
24 of 24 people found the following review helpful
5.0 out of 5 stars What everyone with a web site needs to know...in clear, simple language! June 22 2010
By Suzanne Del Rossi - Published on Amazon.com
Format:Paperback
David's book integrates what he has learned as a corporate marketing strategist, and now teaches as a business speaker and seminar leader, into a practioner's guide for Marketing and PR in today's dynamic and competitive business conditions.

He emphasizes that while the most advanced technology cannot replace a fundamental and sound marketing plan and execution, the new age of web and wireless communication demands that marketing and PR people know and understand the latest tools and techniques.

The new rules of Marketing and PR, David points out, are especially beneficial for small businesses and organization, in that marketing staffs can now more easily select, focus, and reach their target markets in a more cost effective manner. Traditional mass media marketing and public relations activities have given way to a more advanced electronic and information technology based methods.

Throughout David's book, he introduces and explains by real case scenarios how the new marketing and PR tools can most effectively be used. Examples of the new techniques are detailed throughout his book and include:

* Social media
* Blogs
* Video/Audio Enhancements
* Podcasts
* Online PR & News Releases
* Internet & Search Engine Optimization (SEO)

David continually recommends and reinforces his central theme of leveraging online media and use of current technology to successfully achieve your marketing objectives--here are some examples:

Social Media & Target Marketing
Through social networking sites (e.g. Facebook, LinkedIn, Twitter, Wikipedia) and blogging, one can reach target markets and drive them via links to your website. People and see and share content and ideas, plus make recommendations to others on specific products and services.

Video & Audio Content
Advancements in video technology, especially small, powerful, and inexpensive video cameras, allow a marketing/PR person to be their own videographer and greatly enhance the content and features on a website. Target market customers can see and hear the best attributes and amenities of places they want to visit as they conduct their decision making process.

Search Engine Marketing & Optimization
This highly significant and powerful tool drives target customers to your website. Through ensuring and words and phrases on your website, blog, or other web links can be found by search engines, which brings already interested customers to your website and to your sales and marketing staff to be contacted, qualified, and potentially closed for a sale. Search engine advertising is another tool by which a marketer purchases words and phrases that appear prominently on a pay-per-click basis, whenever customers click the link to your website.

I'm a little rusty on how to use social media in my marketing efforts as Vacation Rental Manager for the Village of Nashaquisset on Nantucket; I am confident David's recommendations will help immensely.
18 of 18 people found the following review helpful
5.0 out of 5 stars Never pay for Marketing & PR again! Dec 31 2009
By Sharon O'Dell - Published on Amazon.com
Format:Paperback
This book is exceptional. It will not only tell you how to use new marketing and PR techniques to get noticed, it will help you understand how to apply what you learn and provide examples along the way. It was provided to me by the college I enrolled in for my very first course, Introduction to Internet Marketing. It set the tone for the next 24 months of my education, and did a great job in doing that. I have been involved in Internet Marketing for ten years, yet I learned a lot I didn't know!

This is a necessary book for EVERY entrepreneur, business of any size, and even job seekers! Reach your customers (or your future employer) and know how to speak to them, engage them and convert them!

Make sure it's at the top of your reading list for 2010!
15 of 18 people found the following review helpful
1.0 out of 5 stars Seriously outdated March 3 2011
By Christina - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
If you don't know what social media is, blogs, podcasts etc.... Well, you should probably just google it. This book is so painfully outdated, I am sad for my 10 dollar loss for the kindle edition, and the time I wasted. Really if the author wants to write the "New Rules", he should write them every year or so. Or put a disclaimer on the book.

I agree with another reviewer ... What is this 1999. I honestly did not find one single useful tip; although I admit, I couldn't get past the half-way mark without cutting my losses.

He seems like a really smart guy, I am sure his ideas were cutting edge. But not anymore.
5 of 5 people found the following review helpful
5.0 out of 5 stars Another great Web 2.0 book you do not want to miss! Jan. 10 2010
By Andrew Wong - Published on Amazon.com
Format:Paperback
The book is a good read. The 2nd edition has been completely revised and updated compared to the previous version.

Apparently, we all know the reason why David Meerman Scott started to write this book in the first place. In the digital market, the "New Rules" indicate a paradigm shift as far as marketing & PR is concerned. As mentioned by David himself, in the past before the Web came along, there were only three ways to get noticed: buy expensive advertising, beg the mainstream media to tell your story for you, or hire a huge sales staff to bug people.

So what has changed? David went on to use himself as an example. The process of promoting his new book is exactly like a live demo illustrating how David lives up to the "New Rules" depicted in his book. He did not spend a buck buying the ads and promoting his book through PR agencies. Instead, he sent out hundreds of free copies in advance to other influential bloggers in exchange for their reviews. This kind of practice is commonplace in today's world because of the "long tail" phenomenon, which says our marketplace has been dramatically democratized and everybody now can be a reporter and publisher.

David's book can be organized into three parts

I. A rigorous overview of how the Web has changed the rules of marketing and PR

II. Details about each of the various media

III. Detailed "how-to" information and an action plan to help you put the new rules to work for your organization

Essentially, the message in the book is plainly simple and easy to understand: cut off all the inefficient layers in between you and your buyers so you can reach them directly. But I would suggest you treat the "New Rules" as a how-to book and implement ideas introduced by the author. In addition, I particularly enjoy the following aspects covered in the book, including topics such as social media, video/audio podcasts, news releases, blogs, search engine marketing, etc.

This review is part of a blog post I wrote on WebStudio13. If you like it, please leave a comment on my blog [...]
6 of 6 people found the following review helpful
5.0 out of 5 stars very useful book for all outbound-facing people Jan. 4 2010
By Gregory Wallace - Published on Amazon.com
Format:Paperback
This book is great and I think it should be required reading for every outbound-facing person, not just marketing, but sales, bus dev, product management, and senior executives.
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